The company I’ve decided to write about is called CyberPR. They’re the embodiment of what so many music PR companies are striving toward; a niche purpose for a global audience. Led by Ariel Hyatt, their main goal “focuses on mastering the skill of social media promotion”. They extend their talents to the main audience of bands and musicians; however, are not exclusively linked to these clients. With an impressive repertoire of skills and advantages that CyberPR can offer, they also come with an eye-catching list of pleased clients. These clients are big players in the music industry; among the list is Derek Sivers, the CEO of CD Baby, as well as Lou Plaia, the Founder of Reverbnation. The firm, based out of New York, is the beaming example of leadership that I will use as an example of why I love PR.
In the spirit of giving, I’d like to give a nod to some of the beautiful things that have been said about Ariel Hyatt & CyberPR: “Has the hands-on personal-approach to publicity that I like – no BS…” – Chris Zahn – Director of Marketing at B.B. King Blues Club, “the forefront of new media.” – Jason Van Orden – Internet Merketing & Media Consultant, and finally, “Ariel and her team are an absolute pleasure to work with….they’re smart, efficient, dedicated, and always manage to stay one-step ahead.” 
These are the kind of testimonials any business would desire, but the road to achieving them is cluttered with doubt and fear for any business/public entity. In terms of musicians and bands, it can be difficult to even create an image for the public to latch onto. Think, for one second, of Justin Bieber, Miley Cyrus, or Mumford and Sons. Though the reader may not enjoy some of these acts, they definitely bring an image to mind. That bridge is exactly what we in PR are entrusted to cross; we are charged with the task of creating a link between one’s identity, one’s image, and one’s public.
Now, for the sake of argument, we are all aware that none of the aforementioned acts are reputed impeccably; however, organizations give public relations officials the opportunity to express themselves creatively, and creativity comes with subjectivity. This subjectivity is the very reason PR requires such bravery, as seen in CyberPR, as we know that not everybody is going to like our messages. The true “heavyweights” if you will, of the PR world, are those who have thick skin and a tact for dealing with negative feedback.
To get the kinds of reactions from your customers that Hyatt is receiving, whether private or public, you need bravery. CyberPR extends their bravery to Ariel Hyatt much the same as Apple to Steve Jobs at one time. She is an exemplar of bravery to her CyberPR team and the PR community which is highly respectable in an age when it is more and more difficult to find people willing to pay for music as music itself has become a ruthless and difficult industry to attempt to survive in.
Even then, CyberPR is thriving. They have a “3-story modern brownstone” office in New York City, a city well-known for it’s expensive nature. The success attributable to those capable of good Public Relations is undeniable, making this company a wonderful example of what it means to be good at what you do.
To all students, professionals, or anyone in between, know that Public Relations is a respectful, honest profession. CyberPR, I think, stands as the representation of an ideal Public Relations firm: they’re small, they’re strong, and they’re fighting for the little guy to be heard.