Despite the recent influx of studies examining the role of influencers in a campaign, most studies examine influencer marketing, leaving the public relations approach to influencers underdeveloped. Through in-depth interviews with professionals who work with influencers, this study establishes the concept and process of influencer relations. Results illustrate key relational and dialogic factors of influencer relations. This study also provides a set of best practices for working with influencers in public relations. •This study establishes influencer relations using public relations principles.•We interviewed professionals who work directly with influencers.•This study suggests a definition for influencer relations and best practices.•Result show that successful influencer relations are communal, organic, and dialogic.•Best practices include building personal relationships, working with communities and granting creative freedom.