Duolingo: A Public Relations Analysis
Duolingo supports more than just learning as it takes a stand for diversity
By: Aspen Moreno-Sanchez
When I first began my journey to learn another language, I spent my time researching the famous Rosetta Stone until I quickly realized that I did not have the funds to use that program, nor did I see myself remaining consistent with the process. So, I was on the search for another way to learn. A friend of mine introduced me to Duolingo and I immediately fell in love with the fact that it’s free and also interactive. Duolingo has all the components needed to learn a language, but has them organized in a way that keeps its users entertained. The format treats each lesson as a challenge and you are awarded stars and levels as you continue to pass the levels before. Not only is the content educational, it is also enriched with elevated characters that portray their personas through the phrases they “say.” I love using Duolingo and love the company even more so!
What is Duolingo
Duolingo took the world by storm when it was first launched in 2012. The goal of the app
was to provide an effective and fun way to learn a language for everyone around the world. They have since been awarded with the title of “the world’s #1 way to learn a
language.” The app’s innovative ways of keeping its users engaged through technology, entertainment and course structure has contributed to its large success. Because it is an app, it allows users to learn while waiting at a restaurant or at home on the couch. Although it's free, there’s an option to upgrade to a plan which removes ads. Duolingo has also ventured into providing a learning system for kids with Duolingo ABC and also provides an English proficiency test for those seeking to test and develop their skills in English.
Duolingo and Public Relations
Duolingo has become a fan favorite with its innovative style and free platform. With the app being free, it's granted more people the chance to better themselves with the help of a sophisticated platform. Although this may seem one-sided, with the public having the upper hand, it has been beneficial for Duolingo as well. With the app’s positive reviews and overall mission, many people have flocked to the platform, creating large waves of popularity for the company. Their press room is up to date with press releases, providing those interested with their newest discoveries and intel on their internal affairs, which allows for the public to feel the transparency and connection with the company. The brand also has a large presence on social media, where they continuously interact with fans, provide related content and much more.
Duolingo and Social Activism
Duolingo has adapted to the times and has made their support for various cultures clear. For example, this month the company tweeted in honor of Black History Month. They also have made a point to support local artists and donate to organizations that ideals align with theirs. Along with that, Duolingo has been determined to diversify their workplace.
I think Duolingo has excelled in conveying the ideal version of public relations, that a company must remain a business, but must also appeal to the better nature of the public. They have succeeded in becoming loved by all with their use of modern tech, applications while remaining transparent and honest with their mission and goals.
About the Author
Aspen Moreno-Sanchez is a recent graduate from the University of North Texas with a bachelor’s degree in Journalism and a concentration in Public Relations