Our Story
AM Group is a women-owned Arkansas communications agency providing public relations, communications strategy, content, and brand partnership support for organizations building and growing in Arkansas.
Led by partners with nearly 40 years of combined experience, we help brands tell clear, compelling stories and build meaningful visibility — locally and beyond.
We work with Arkansas-based brands, organizations entering the Arkansas market, and local companies seeking statewide or national exposure.
Our work is rooted in strategy, collaboration, and a deep understanding of the people, industries, and communities that shape Arkansas.
Why Northwest Arkansas?
NWA has a dynamic business landscape and collaborative ecosystem that makes this a hub for innovation. At AM Group, we share this region’s community-centric mindset and are excited to be part of its growth.
Working in Northwest Arkansas also allows us to serve a vibrant mix of industries, including real estate and development, hospitality, outdoor recreation, lifestyle brands, and nonprofit sectors. We can’t wait to hear how your business or organization is making a difference here.
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Andrea Ritchie
MANAGING PARTNER | CO-FOUNDER
Andrea Ritchie has spent her career telling the stories of Northwest Arkansas and the people and organizations shaping it. Her career includes time with Visit Bentonville, Bike Bentonville and CJRW, building experience across tourism, public relations and community engagement. Today, as co-founder and president of AM Group, she works with businesses, destinations and community organizations to build credibility, earn attention and grow.
A two-time University of Arkansas graduate, Andrea is deeply invested in the community she calls home, including board service with Mount Sequoyah and the Yvonne Richardson Community Center. She lives in Fayetteville with her husband, Jacob, and daughter, Allie, and is happiest traveling, being outside or finding a reason to gather people around a table.
Mary Mickel
MANAGING PARTNER | CO-FOUNDER
Mary Mickel has spent nearly two decades in strategic communications, with the last several focused on supporting Arkansas brands with national ambitions. She co-founded Resplendent Agency, a hospitality-focused firm based in Austin, and built its second office back home in Arkansas where she saw tremendous potential. She later exited the agency to co-found AM Group. Her work has earned clients coverage across statewide media and national outlets including Bloomberg, Nasdaq, Fox Business, Bon Appétit, Food & Wine, and the cover of Travel + Leisure.
Outside work, she chases two young sons and a puppy alongside her husband, who is, fittingly, a chef.
Beth Bobbitt
SENIOR ACCOUNT DIRECTOR
Beth Bobbitt brings more than 20 years of experience in public relations, marketing, and strategic communications, with leadership roles across corporate, nonprofit, and cultural organizations in Northwest Arkansas. She has led communications and media strategy for organizations including the Alice L. Walton School of Medicine, Art and Wellness Enterprises, Heartland Whole Health Institute, and Crystal Bridges Museum of American Art, where she secured national coverage in outlets like The New York Times, CBS Sunday Morning, PBS NewsHour, The Wall Street Journal, and The Washington Post.
Outside of work, Beth enjoys spending time with her family and staying connected to the arts and nonprofit community across Northwest Arkansas.
Kennedy Murphy
STRATEGIC PROJECT MANAGER
Kennedy is a Strategic Project Manager at AM Group with over a decade of experience in marketing, communications, and public engagement. She thrives on turning big ideas into organized, thoughtful execution, blending creativity and strategy to keep campaigns on track and teams aligned. A University of Arkansas graduate with a background in cultural anthropology, Kennedy brings a deep curiosity for people and place into everything she does.
Outside the office, you’ll find Kennedy hiking with her pup Mila, convincing her friends to try a new craft, baking something sweet, or getting lost in a romantasy novel with a cup of tea nearby.
Dani Sheehan
ACCOUNT MANAGER
Dani holds a Master of Arts in English from the University of Colorado Denver and brings a background in content strategy, writing and project management to AM Group. She is passionate about helping organizations tell meaningful stories through thoughtful strategy and collaborative partnerships. Since moving to Northwest Arkansas from Denver in 2023, Dani has enjoyed putting down roots by building community through teaching yoga and discovering new coffee shops across the region.
Outside of work, you’ll often find Dani on the mat at Trailside Yoga in Fayetteville or exploring the trails around NWA. She believes movement, curiosity and connection are at the heart of a well-lived life.
Berenice Salas
ACCOUNT COORDINATOR
Berenice holds a BSBA in Marketing with a minor in Management from the University of Arkansas. She began her journey with AM Group as an intern in 2024, gaining hands-on experience and showcasing her skills, before officially joining the team full-time in 2025.
Outside of work, Berenice loves traveling, spending quality time with family and friends, and enjoying movie nights together.
Savanna Shetron
ACCOUNT COORDINATOR
Savanna holds a BSBA in Marketing with minors in Business Analytics and Music from the University of Arkansas. She is passionate about the Northwest Arkansas community and leveraging creativity, storytelling, and strategic communications to help clients connect with their audiences.
In her free time, Savanna enjoys playing the bass, listening to music, cooking, and spending time with her friends.
Yani Ko
PUBLIC RELATIONS INTERN
Yani joins us as an intern pursuing her Master’s in Advertising and Public Relations at the University of Arkansas. Her background in journalism and hospitality shapes her deep appreciation for the Northwest Arkansas region and her passion for community storytelling.
Outside of work and school, Yani enjoys sewing, trivia, traveling and exploring local food scenes with friends.
Izzy Nielsen
SOCIAL STRATEGY INTERN
Izzy is a senior Advertising and Public Relations major at the University of Arkansas, graduating this December. As an intern, she is excited to grow her expertise in creative direction and social media/brand strategy, while creating meaningful work that supports so many local businesses.
In her free time, Izzy enjoys live music, thrifting, spending time with her friends and apartment cat, Prince, going to the movies and trying new NWA spots.