In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Victoria Vaughan, Founder of B612, an award-winning PR agency based in New York that works closely with tech companies and founders.Their conversation focuses on how PR really works today, especially in a world filled with AI-generated content and nonstop noise. Victoria shares how strong brand stories are built, why founder-led PR matters more than ever, and how human connection still plays a major role in media coverage.They talk about how founders can find real gaps in their market, why research comes before messaging, and how PR has expanded far beyond traditional press to include podcasts, newsletters, and independent journalists. Victoria also explains how AI can support research and monitoring, without replacing real relationships or thoughtful outreach.Eitan and Victoria also cover what goes into a successful product launch, how early founders should think about timelines, and why earned media continues to build trust long after a campaign ends.This episode is a grounded conversation about storytelling, credibility, and how brands can stand out by being real, clear, and intentional.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Victoria Vaughan, Founder at B612Victoria Vaughan’s LinkedIn | B612Takeaways:Authenticity resonates more than curated success stories.People relate better to real-life struggles than to perfection.Mistakes are a crucial part of the journey to success.Sharing vulnerabilities can enhance audience connection.Trust is built through honesty and openness.Social media often presents a skewed view of success.Real stories can inspire and motivate others.Embracing failure is essential for growth.Transparency in storytelling fosters community.The narrative of success is often incomplete without failures.Chapters:00:00 Introduction to Victoria Vaughan and B61202:00 Why PR still matters in an AI world05:30 How brands find real market gaps09:30 Choosing the right PR channels13:00 Building relationships with journalists17:00 Founder-led PR and personal branding21:30 Preparing for a product launch25:30 Media coverage vs paid marketing30:30 The story behind B612