Battersea Dogs Home will be taking a more media-led approach to raise the profile of the charity.
"We've sometimes struggled to dispel some of the myths about how we operate,
said Ali Cuthbert, PR manager of Battersea Dogs Home. "We want to raise the stakes and get our message out there to try and make people aware of exactly what we do."
The charity has hired in the PR agency, the Grayling Group, to support its small in-house team.
Its work will include promoting the web site, generating coverage of events such as the summer pet-awareness campaign and publicising the sanctuary's cat-care services.
"We want to make sure we're shouting louder,