Why PR must speak to influencers
The media landscape has changed: part of the public now gets its information from creators as much as from traditional media, and journalists themselves spot their stories on social platforms. A message carried only by the press leaves part of the audience out — and vice versa.
This is the founding conviction of Matriochka Influences: we brought press relations and influence under one roof from day one, back when most PR agencies still treated bloggers as an afterthought.
What an influencer PR agency actually does
We apply the tools and rigour of press relations to creators: press releases and kits designed for both audiences, product loans and reviews, mixed press trips for journalists and creators, press events open to influencers, interview and exclusivity pitches.
The difference with a classic influence campaign: here, the creator is not paid for a sponsored post — they are won over by the product and the story, just like a journalist. This is earned media: harder to obtain, but more credible and more durable for the brand.
Our method: one set-up, two audiences
Every campaign follows our Next-Gen Influence method: data identifies the journalists and creators who matter on your topic, the idea gives them a reason to pick it up, and reporting measures both sides with the same standards — press coverage, creator reach, engagement, share of voice.
This integrated set-up avoids the classic two-agency pitfall: out-of-sync messages, duplicated contacts and two reports that can't be compared.
Campaigns that prove it
For Instagram's Halloween Party, journalists and creators experienced the same event, each with their own angle. Forthe Volvo in every car campaign, the 360° programme combined media relations and influence over two months. And for the L'Oréal Foundation, the multi-year strategy mobilises media and expert voices internationally.
Frequently asked questions
What is the difference between a classic PR agency and an influencer PR agency?
A classic PR agency talks to journalists. An influencer PR agency extends the same craft — convincing credible third parties to talk about you — to content creators, using PR tools: press releases, product loans, events, exclusives. At Matriochka, both audiences are handled in one single set-up.
Are influencers paid in a PR campaign?
Generally no — that's what sets influencer PR apart from sponsored influencer marketing. The creator covers you because the product or the story genuinely interests them. The two approaches are complementary and often combined in our programmes.
How do you measure an influencer PR campaign?
With the same standards as the press: number and quality of mentions, reach, engagement, share of voice and media value — consolidated in one report covering journalists and creators alike.
Do you work with micro-influencers in PR?
Yes. A credible niche creator often has more impact than a large generalist account, exactly like a specialist media outlet versus a generalist one. Our selection is data-driven, from nano-creators to tier-1 journalists.
Which sectors do you work in?
Beauty, gaming, food, luxury, retail, health and tech, among others. We have activated Twitch communities around Call of Duty, run international campaigns for NIVEA and worked for food brands such as Panzani. See our campaigns.
Let's talk about your project
Looking for an influencer PR agency for your brand?
Contact Matriochka Influences for a first conversation.
elodie.monchicourt@mtrchk.com / charlie.trouillebout@mtrchk.com
To go further: our guide to choosing the best influencer marketing agency in France, why PR and influence belong together, and how much an influencer campaign costs.
Last updated: July 2026
Next-Gen Influence
A value chain inspired by advertising and supercharged with AI, turning influence into a strategic lever for our clients' business success.