Episode description

On this episode of the Traction podcast, host Lloyed Lobo of Boast.AI welcomes Gina Gotthilf, Co-Founder at Latitud.

PR can be a game-changer but for many startups, PR begins and ends with receiving a nod from TechCrunch. While TechCrunch is a great publication (and a mention from it is no small feat), there’s a lot more that goes into a winning PR strategy.

Gina shares how you can use PR tactics with no budget to grow your business. Previously, Gina led growth at Duolingo, where she helped grow the organization from 3 million to over 200 million users. She also led partnerships, communication strategies, a/b testing growth sprints, as well as having other responsibilities in an ever-changing startup environment.

In this session, Gina covers:

2:24 - Why she started Latitud

9:31 - What is PR?

12:06 - Why you should care about PR

13:52 - The playbook at Duolingo

20:32 - Controversial PR advice

30:04 - Choosing between doing PR in-house or using an agency

33:04 - A brief PR exercise with a template

39:47 - Adding an interesting fact to an intro pitch

40:42 - When is the right time for PR?

42:22 - PR for crowdfunding hacks

43:00 - FOMO in the context of PR

46:09 - How do journalists respond to outreach from a CEO versus an agency?

49:10 - Do you recommend having a press kit ready for journalists?

51:16 - How she got a photo with Obama

Learn more at https://tractionconf.io

Connect with Gina Gotthilf: https://www.linkedin.com/in/ginafrombrazil/

Learn more about Latitud at https://www.latitud.com/

This episode is brought to you by:

Each year the U.S. and Canadian governments provide more than $20 billion in R&D tax credits and innovation incentives to fund businesses. But the application process is cumbersome, prone to costly audits, and receiving the money can take as long as 16 months. Boast automates this process enabling companies to get more money faster without the paperwork and audit risk. We don’t get paid until you do! Find out if you qualify today at https://Boast.AI.

Launch Academy is one of the top global tech hubs for international entrepreneurs and a designated organization for Canada's Startup Visa. Since 2012, Launch has worked with more than 6,000 entrepreneurs from over 100 countries, of which 300 have grown their startups to seed and Series A stage and raised over $2 billion in funding. To learn more about Launch's programs or the Canadian Startup Visa, visit https://LaunchAcademy.ca 

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