(2/4) Should I go in-house or hire an agency? Go for in-house if you can wing it! Duolingo's CEO managed his own PR for the first 6 months, and Gina single-handedly managed it for the next 1.5 years.

(3/4) Who should I hire? Look for someone who has great connections. They should also have a scrappy, can do, won't give up attitude, and, ideally, experience successfully placing startups in media stories.

(4/4) Should I "pay to play"? Avoid it for as long as you can and continue to build relevance. "Paying to play" is virtually the same as putting out a Facebook ad, so perhaps it might not be the best strategy.

@latitudlatam @duolingo @tumblr This is incredible knowledge.