The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

20Growth: How to Master PR and Comms, How to Get Your Startup Written About; Press Releases, Fundraising Announcements, Embargos etc & Lessons Scaling Duolingo from 3-200M Users with Gina Gotthilf, Co-Founder @ Latitud

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Jun 21, 2023

Gina Gotthilf, Co-founder and COO of Latitud, previously drove Duolingo's growth from 3 to 200 million users. In this engaging conversation, she shares essential tips for getting press coverage, including the best ways to connect with journalists and common mistakes to avoid. Gina reflects on her unique journey from philosophy graduate to marketing leader, emphasizing the importance of storytelling in PR. She also discusses navigating growth strategies and the evolution of marketing tactics, shedding light on effective startup communication.

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ANECDOTE

Turbulent Early Career

Gina Gotthilf's early career involved working for a heroin-addict boss and navigating unstable work situations.
She even left New York to work on organic farms, showcasing a non-traditional path.

ANECDOTE

Unconventional Hiring

Tumblr hired Gina after she left New York for farm work, thanks to networking during her time in New York.
Offered a one-month contract, she impressed and became the Brazil Country Manager.

INSIGHT

Startup Uncertainty

Early-stage startups often involve uncertainty and improvisation.
Gina's Tumblr experience, including payment struggles, highlighted this reality.

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Gina Gotthilf is a Co-Founder and COO at Latitud, an a16z-backed platform supporting the next generation of iconic tech startups in Latin America through digital products, a community and fund. Previously, Gina led growth and marketing at Duolingo from 3 to 200 million users via organic strategies and was part of the executive team. She also worked on the Mike Bloomberg presidential campaign, helping oversee the creation of digital ad campaigns at a historical budget, and led growth and community for Tumblr in Latin America.

In Today's Discussion with Gina Gotthilf We Discuss:

Entry into the World of Growth:

How Gina went from working on a farm to leading growth for Tumblr in LATAM?
What are 1-2 of Gina's biggest takeaways from her time leading growth for Duolingo?
What does Gina know now that she wishes she had known when she entered the world of growth?

15 Top Tips and Secrets to Being Featured in the Best Publications:

What is the best way to get in touch with journalists? What mistakes do founders have when they reach out to journalists?
Should founders get in touch with more than one journalist at a publication?
Should founders be explicit about the embargos they have on a story? Should they stick to them?
Should founders be more wary of being published in a publication with a paywall?
What materials should they send to journalists to get their attention?
Should founders send press releases in early messages to journalists?
How can founders control in some way what the journalist will ultimately publish?
How long before the company wants the piece to come out, should they reach out to journalists?
How can founders create FOMO when trying to get journalists to write their story?
How can founders create social validity with journalists, when they are a small company?
Once published, what should the distribution strategy look like?
How can you get people you know to like and share content you are featured in?
What are the top tips and tricks to get people to share content with you in?
Should PR and Comms be an ongoing effort or static projects with news stories?
What are the single biggest mistakes founders make in getting their company in the press?