As influencer relations becomes increasingly integrated into modern PR, agencies are being asked to deliver creator strategy and execution alongside traditional media relations. But for many firms, building a dedicated influencer team or engaging a separate specialty agency isn’t practical.

Postr, a creator marketing platform, is giving PR agencies another way to expand these capabilities without adding significant headcount.

Through one centralized marketplace, PR teams can access pre-vetted creators and manage campaigns while Postr handles much of the operational work behind the scenes, including creator matching and approvals, contracts, product logistics, content delivery and payments. Agencies maintain control over client strategy, messaging and relationships while gaining the ability to activate dozens or even hundreds of creators at once.

Postr is also addressing another challenge PR teams increasingly face: determining what creators should actually cost. Its free, proprietary Postr Index provides estimated creator market values based on historical content performance, engagement and marketplace data, giving agencies a data-backed benchmark when evaluating rates and building client budgets.

As the lines between earned media, social and creator marketing continue to blur, Postr offers agencies a way to expand their services while keeping internal teams focused on strategy, storytelling and client counsel.