More About the Author
Ariel Hyatt is a recognized thought leader in the digital PR world. She's the founder of a successful PR firm, an international speaker, educator, and author of three books on social media and marketing for artists. Her innovative and Trademarked Cyber PR® process marks the intersection of social media with engaged behavior, PR, and online marketing. Her groundbreaking PR methods--coupled with her vast experience as an esteemed new media educator--enable her to effectively and accessibly initiate her clients into the ever-growing world of digital PR.
"There is a real science to effectively using social media platforms like Facebook and Twitter. But there isn't a definitive roadmap; it can be confounding," Ariel says. "I'm very good at making people feel unconfounded."
In 2003, Ariel foresaw the impact the rise of the use of the internet and social media would have on public relations and she devoted herself to exploring this unchartered medium. "On the web people were passionate about niche things. They were actively and interactively talking about them. There were chat rooms and webrings on women's issues, gluten-free baking, motorcycles, vegan cuisine, and surviving cancer. I started promoting artists in these deep places, where passionate people were having conversations," she says. It was not about getting Rolling Stone to review it was about getting a few people to really react, grab on and become my artists greatest fan advocates based on narrow interests outside of just the music. From this inspired, forward-thinking approach, Ariel developed her platform, Cyber PR®, to automate some of the traditional PR process and maximize client placement with new media makers.
"The music industry was the first forced to adapt to the concerns affecting their product and therefore their bottom lines - their intellectual property. There is so much to learn from its example. What I can say with absolute certainty is: There are benefits for every business willing to create long-term social media strategies bringing attention to themselves and to their fans over time. You have to really understand your fans (read: customers) and cater to them individually," she points out.
Having pivoted her business once successfully, Ariel is now exploring the universal applications of her Cyber PR® philosophy and platform to public relations campaigns at large. She kicked off 2013 by raising $61,000 in a successful crowdfunding campaign and she will now add that to her teaching arsenal. "There is something unique and special about every entrepreneur," she says. Ariel's work is to humanize business by honing in on each her client's unique qualities and online preferences, then strategically marketing them to their specific demographic. "I'm not going to force someone who has already told me they hate Twitter to use it, I will always try to match my clients to their comfort zones."
It's a refreshing approach that's proven more effective than traditional PR because its progress can be scientifically assessed through Ariel's distinct platform. She created software that functions essentially like an online dating site that connects her clients to new media makers. Through this, clients can instantly monitor the success of her campaigns by seeing exactly who checked them out and when. This takes the smoke and mirrors aspect away from the process and holds her agency 100% accountable to their clients. "This is really effective for making an impact around specific niches," she says. "We don't just pitch you to the typical places; we find your tribe and connect you with to them. That's how you win these days."
Ariel's game-changing work has been lauded by industry professionals and highly established media outlets alike, garnering her press in Oprah, CNN, Wired, Billboard, Hypebot and The Washington Post.
In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mind-sets PR/marketing pros need to build brands and engage customers in a social world. Ariel is prominently featured in a lengthy interview as an "Internal Collaboration Generator."
Ariel is also the author of three successful books on PR and new media, Music Success in 9 Weeks (released in its 3rd edition in 2012), Musician's Roadmap to Facebook & Twitter, and Cyber PR® For Musicians. These offer artists step-by-step plans to create profitable and sustainable businesses from their art. Her newsletter and YouTube series, "Sound Advice," has over 20,000 subscribers, and she has written over 200 articles to date.
Her message is so compelling she has been invited to speak at festivals and conferences in twelve countries, including SXSW, CMJ, ASCAP's I Create Music, The Future of Music, Grammy Camp, The Taxi Road Rally, The New Music Seminar, The 140 Conference, Canadian Music Week, APRA's Song Summit (Sydney), You Are In Control (Reykjavik), and The ECMAs (Canada).
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 included hands on experience working on active Cyber PR® Campaigns. The course has been so popular that a second session and an advanced Cyber PR® class have now been added.
This is why Ariel has represented over 1,800 clients in the seventeen years of her publicity career: knowledge, passion, talent, innovation, and the sort of luck born of hard work. These qualities are embodied in Ariel Hyatt.
Ariel proudly serves on the advisory boards of Sweet Relief Musicians Fund, and SXSW Accelerator.
She is an obsessive world traveler, an enthusiastic foodie, and a vintage lunchbox collector. She lives in Brooklyn NY with her gray tabby Hunter C. Thompson (the C. stands for cat).