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

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

The Twenty Minute VC

Finance, Venturecapital, Tech News, News, Siliconvalley, Technology, Investing, Startups, Business

4.4 • 637 Ratings

🗓️ 21 June 2023

⏱️ 55 minutes

🔗️ Recording | iTunes | RSS

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Summary

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?

Transcript

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0:00.0	Make a list of all of the PR sources that you might want to be featured on and start with the least important ones when you're pitching.
0:06.0	You need to have a story to tell. A lot of the time it just comes down to understanding how you make people feel.
0:10.3	This is 20 Growth with me, Harry Stebbings, and PR and Coms is one of the most underrated growth hacks in startups.
0:16.4	Today we deep dive into the very granular, tactical version of how to do it right with one of the best
0:22.2	Gina Gotthew. Gina is the co-founder and CEO of Latitude. Prior to the Latitude, Gina led growth
0:27.9	and marketing at Duolingo from 3 to 200 million users and she also worked on the Mike Bloomberg
0:33.4	presidential campaign and led growth in community for Tumblr in Latin America.
0:37.9	This episode is a true masterclass.
0:39.6	As I said, it's very granular.
0:41.1	So get out the pen and paper.
0:42.6	This is a masterclass on getting featured for your startup in the best publications.
0:47.3	But before we dive into the show today,
0:49.0	the single most important thing for 99% of founders today
0:52.2	is making sure that your runway will last. But to make your
0:55.4	runway last, you'll really need control and visibility over your spend across your entire business.
1:01.2	Latus, Zapier, and Notion all use Zip. Zip's modern intake to pay platform allows your
1:08.1	employees to have one front door for all purchase requests. You get early
1:12.4	spend visibility so that you can negotiate and manage your spend while handling approvals across
1:17.6	finance, legal, IT and security from net new purchases to renewals. So don't let your spend turn into a
1:24.3	nightmare. Use zip intake to pay to get early visibility into your spend so that you can really control it.
1:30.5	Put every cent toward growth. Visit Ziphq.com forward slash 20VC and book your demo today. That's ziphq.com forward slash
1:40.4	200 VC. And I'm really excited about this net sponsor because a few of my portfolio companies use it and love it.
	...

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