Michael Fineman

Agency President, Creative Director

Michael Fineman

With more than 25 years of public relations, crisis communications and corporate consulting experience, Michael personally directs the agency in creating and implementing award-winning programs that have consistently met and surpassed client objectives.

He is nationally recognized for brand building, creative and strategic counsel and programs, and crisis communications success. Michael started his agency in 1988, initially serving real estate, technology and professional service organizations. Today, the agency is well known for consumer-facing communications.

Michael believes it is imperative for public relations professionals to help promote a better understanding of the value and importance public relations serves. He coined the term “Brand PR” in 1995 to help marketers, brand managers, entrepreneurs and other high level executives understand how effective public relations can build brand equity. Michael produces the Annual PR Blunders List, which is published in newspapers nationwide to help the business community understand the concept of good vs. bad public relations.

Travis Taylor

Executive Vice President

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Travis Taylor provides executive-level, strategic consulting and communications services to corporate, government and nonprofit clients.

His record of proven results rests on his extensive experience in corporate communications, media relations and training, crisis communications, community relations and public affairs, coupled with his deep commitment to building trust and reputation for clients.

A respected communicator in California and Hawaii, Travis has led a number of high-profile accounts, including General Motors, Pacific Gas and Electric Company, American Humane Association, Hawaii Gas, HNTB and Schnitzer Steel. Before joining Fineman PR, Travis served as vice president of Communications Pacific, Hawaii’s premier public relations firm and, like Fineman PR, a partner in IPREX, a global network of leading, independently owned communications agencies. That followed three years as senior communications advisor to Hawaii’s lieutenant governor.

Travis serves on the marketing committee of Habitat for Humanity Greater San Francisco and the public policy committee of the San Francisco Chamber of Commerce. In 2015, he received a Certificate of Honor for his involvement with Leadership San Francisco.


Lorna Bush

Senior Vice President

Lorna Bush has more than 10 years of experience in public relations and has developed instrumental brand marketing, corporate relations and issues management programs for agency clients.

She has led the Foster Farms account for seven years and has developed communications programs for Ascension Health, Westmont College, University of California at Santa Cruz, Constellation Wines U.S., Foxxy Produce and Nancy’s Specialty Foods, among others. Previously, Lorna managed public relations and event planning at the Oakland Zoo and was a contributing writer and food columnist for Diablo Magazine and other East Bay publications. Lorna received her B.A. in English from Saint Mary’s College of California. She is a member of the San Francisco Professional Food Society and the International Association of Culinary Professionals (IACP).


Heidi White

Vice President

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For more than 20 years, Heidi White has worked with numerous clients across a variety of industries – travel and hospitality, consumer packaged goods, food, real estate, retail and healthcare – to develop and execute impactful corporate communications programs.

She joined Fineman PR in 1997 and has since been providing strategic communications counsel and training to C-suite executives and marketing decision makers. Heidi has directed product launches, Brand PR, event marketing, internal communications, employee relations and CSR initiatives, as well as guided many clients through crises and issues. Her agency clients have included Foster Farms, The Limited, Clif Bar, REI, Diamond of California and Vitasoy USA, among many others. Heidi has managed her own consulting business and began her career as a PR manager for American Hawaii Cruises.


Karmina Zafiro

Vice President

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Karmina Zafiro specializes in consumer PR, crisis communications and issues management. She has worked in the food & beverage, education, health and healthcare industries for the last 10 years.

She has directed award-winning campaigns related to product launches, event marketing, community-building initiatives, public health initiatives, product safety and regulatory issues, among others. Her clients have included Foster Farms, UC Santa Cruz, National Outdoor Leadership School, San Francisco Marathon and Sequoia Healthcare District. Karmina also heads up the measurement and analytics team at Fineman PR.