ArielHyatt Ariel Hyatt is the founder of a successful PR firm, an international speaker, and author of four books (three out and one coming in 2015). Her trademarked, award winning Cyber PR® process marks the intersection of social media, PR, and online marketing. Her PR method is taught at several universities. However she is best known in her industry for her ability to simplify and explain things that creative minds don’t necessarily love: PR, marketing, and social media.

“There is a science to effectively using social media, but there isn’t a definitive roadmap; it can be confounding,” Ariel says.  “I’m very good at making people feel less confused.”

She is so good at un-confusing, that she has been invited to present at over 70 conferences in twelve countries, including SXSW (where she has appeared 15 times), CMJ, Vivid Sydney, Hubspot Ignite, Campus Party London, The 140 Conference, You Are In Control (Reykjavik), and Social Media Week New York. She has also toured Australia, teaching artists across the continent her 8-hour marketing master class. Ariel’s work has been lauded by established media outlets garnering her press in Oprah, CNN, Wired, Billboard,, and The Washington Post.

Before the term social media, hit the mainstream Ariel foresaw the impact the Internet would have on public relations and she devoted herself to exploring this unchartered medium.

“My mission became; get a few passionate fans to react, and become my clients’ fan advocates based on narrow shared interests and build from that goodwill,” she says. “I find your tribe and connect you to them. That’s how you create longevity and relevance for any brand.”

From these early successes, Ariel developed her platform. Cyber PR, which makes a radical departure from the traditional PR approach because its progress is transparent. She created software that functions essentially like an online dating site, connecting clients to opportunities based on a matching system. Through this, clients can monitor the success of campaign progress.  This takes the smoke and mirrors aspect away from the process and holds her agency accountable.

An entrepreneur who embraces challenge, Ariel pivoted her business from traditional to digital, and then went on to study and teach herself crowdfunding by raising $61,000 in her own successful crowdfunding campaign.

“Running my crowdfunding campaign was brutal.  I realized just how much work goes into a 30-day campaign. During it I was stressed out of my mind, and completely uncertain that I would make my goal of $50,000.”  With concerted effort she went beyond her goal and realized that crowdfunding was the next tool she needed to add to her arsenal if she wanted to continue to help her clients.

“I see crowdfunding as the new ‘advance’ book publishers are not giving them, record labels aren’t giving them and small business loans from banks are next to impossible hard to secure for the creative class. Crowdfunding must be mastered.”

In order to help people gain mastery she has written her latest book Crowdstart, on Fears, Fans and Funding. It will be released officially in the spring of 2015.  It’s a step-by-step guide on exactly what you need to do to complete a successful crowdfunding campaign extracted not only from Ariel’s own experience, but also from many of the successful crowdfunding campaigns she has coached her clients through.

Ariel is also the author of three successful books on PR and new media, Music Success in 9 Weeks (now out in its 3rd edition) Musician’s Roadmap to Facebook & Twitter, and Cyber PR For Musicians. These offer artists step-by-step plans to create profitable and sustainable businesses. Her newsletter and YouTube series, “Sound Advice,” has over 20,000 subscribers, and she has written over 200 articles to date.

In the fall of 2011, Middle Tennessee State University (MTSU) recognized by the Rolling Stone College Guide as having “one of the preeminent music business programs in the country,” began offering an official Cyber PR Class based on principals used in Ariel’s day-to-day business. Every semester since, she and her staff lead students in a rigorous Cyber PR accreditation process that includes hands on experience working on active campaigns. The course has been so popular that a second session and an advanced class have now been added.

Ariel proudly serves on the advisory boards of Sweet Relief Musicians Fund, SXSW Accelerator, and on the education committee of The Moth.

She is an obsessive world traveler, an enthusiastic foodie, a chocolate chip cookie baker, and a vintage lunchbox collector. She is a born and raised New Yorker with a deep nostalgia for all things from the 80s that still exist in NYC.  She lives in Brooklyn with her gray tabby Hunter C. Thompson (the C. stands for cat).

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ChrisHacker Chris Hacker – Marketing Plan Developer

Chris originally hails from Chicago where he worked at Triple A powerhouse WXRT 93.1. Chris took to traveling throughout Europe in 2004 and when he returned to the US made the decision to relocate to New York City. Upon his arrival in his new home town, he started working with several independent artists and in 2006 was hired at the independent record label Engine Room Recordings, first as the Director of Tours and Promotions and then later was promoted to Label Manager. In addition Chris also founded Howling Clue Entertainment, a NACA affiliated college booking agency.

In 2011 Chris joined the Cyber PR® team here as the Managing Editor and has now also taken on the role of resident Marketing Plan Developer


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Tricia Martin – Social Media Manager

Tricia Martin is a jack of all trades and master of some. On paper she’s a political operative turned music marketer. With a background as diverse as her musical preferences (anything from Bach to Tupac) She has worked in a US Senate office, raised funds for colleges and universities, analyzed social media for government agencies and political campaigns, all the while being a avid music fan. In her native Iowa she enjoys spending time with her family and awesome nephews and niece, taking in the growing Des Moines music scene, riding her bike (she’s ridden parts of RAGBRAI several times and plans to ride again this year), dabbling in local politics and sampling craft beers. Her title is most apropos as Tricia is first and foremost a people person. She’s never met a stranger.


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Andrew Salmon – Campaigns Director

Andrew just can’t get enough music. With a bachelor’s degree in theory and composition from Western University, a master’s in trombone performance, and a degree in music business from Berklee, there’s not much about music that bores him. While he has no paper to prove it, he’s also an enthusiast of electronic production, and likes to produce his own brand of EDM in his spare time.

In his experience as a concert promoter and talent buyer at Berklee’s The Red Room @ Café 939, and as campaigns director at Cyber PR, he knows first hand the effect that social media and digital marketing has on the music industry.

Born and raised in the greater Toronto area, he’s a die hard Blue Jays and Maple Leafs fan, a tough disposition for one living in NYC, and in Boston prior to that. If either team is in town, you’ll know where to find him. #gojaysgo #goleafsgo

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Ashley Potenza – Lead Social Media Manager

Ashley Potenza is lead social media manager at Cyber PR, having spent the last 5 years studying the growth and trends in social media. She grew up in the music industry, gaining unique insight at a young age, while “on tour” backstage with The Grateful Dead, Bruce Hornsby, and Tracy Chapman, as to how much work is required to be a professional musician. She became a songwriter anyway, and has independently released three albums. She is able to combine her understanding as an indie artist, perspective as an industry veteran, and experience in social media to help others reach and engage their audience authentically. She has been on Team Cyber PR since 2009.


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 Brooke Segarra – Campaigns Director

Brooke loves to write fiction, likes to read poetry, and pores over any print magazine in sight. She graduated from Drexel University with a BA in English and has one unpublished and one self-published collection of short stories. She spent some time working in editorial and PR at Painted Bride Quarterly literary magazine in Philadelphia before moving to New York and working as a contributing writer for various music publications such as CMJ and Blare Magazine. Brooke likes thrift shopping, DIY beauty and home decor projects, and Tumblr. She appreciates social and cultural commentary in literature, film, and art and thoroughly enjoys making the visions of others a reality.


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Sarah Person – Social Media Manager

Sarah Person’s role at Cyber PR as Social Media Manager lets her explore her love of music and allows her to continue her family responsibilities. Sarah grew up in New Jersey. After a few years of working in corporate America, she attended massage therapy school. She put her work on hold to start a family.

Sarah’s role as Social Media Manager began in 2012. She loves being able to be creative while being exposed to many different types of music and people. She enjoys being able to help her clients with this aspect of their music, which they are so passionate about.

When not working, Sarah spends her time volunteering at her daughters school and extracurricular activities and squeezing in time for family and friends.

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John ‘JT’ Thomas – Social Media Manager

JT is a social media manager and drummer now based in Northern California, but his passion for music has brought him all over the world. After earning a Bachelor’s degree in Percussion Performance from Humboldt State University, he continued his musical studies at the University of Ghana in West Africa. JT’s love for drums and percussion started at an early age. His father is a well-known live/session keyboard player in the L.A. area, so he knows how professional musicians work and think. He studied with industry greats Sonny Emory and John Molo. In addition to being a geeky drummer, JT also loves food and travel, and has been to 21 countries in his search for new and exotic music. Working at Cyber PR®, and continuing to perform and record keeps him involved in what he loves to do – sharing, promoting and performing great music.


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Bonnie Burkert – GM

Bonnie brings 20+ years of artist marketing experience to the Cyber PR Team.She started at Elektra Records in New York working the whole spectrum of artists from developing newcomers Bjork, The Pixies, Moby and Natalie Merchant, to platinum acts The Cure and Metallica as they crossed into the mainstream. Next she worked in video promotions at Capitol Records with Radiohead, Foo Fighters, Beastie Boys and Duran Duran (to name a few). A brief sabbatical doing PR for Cancun, Mexico’s largest resort, and in Minneapolis at Best Buy headquarters confirmed that the music business is where she thrives. Bonnie headed to LA where she got her education in the digital music world at Sony Music and Rhino during the early days of iTunes and YouTube. Most recently has been working independently, infusing her other passion yoga + all forms of wellness into “enlightened marketing” for bands and brands.

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