The university has called in Communications Management ahead of a large-scale Government research award that has previously topped £6bn.
The move came as this latest round of funding, the 2014 Research Excellence Framework, calls on higher education institutions to demonstrate the public benefit of their work for the first time.
Communications Management will work on spreading word of the university’s research capabilities over the summer to stakeholders and the wider public.
Agency MD Justin Shaw, who will lead the account, said: ‘It’s a sector-wide issue, and the new measure coming into play means that now more than ever they have to demonstrate how their research makes an impact.
‘All universities are considering how to get a higher profile for their research, but few are taking this targeted approach.’
The funding review takes place every four to six years, with tightening budgets around universities making competition for government cash ever more fierce. The last one took place in 2008.
Submissions for research funding will be made at the end of next year, with the results announced in 2014.
The three-month brief will focus on gaining national media coverage of the benefits the university’s research has brought to wider society.
Shaw added: ‘Among the key people we need to get to are those who can apply the research to their environment, such as hospitals, businesses or public sector organisations.’