The museum, which has more than five million visitors a year, has launched a tender process for work to help with profile raising and strategy alongside corporate and crisis comms.
Head of external affairs Joe Baker explained that the new brief was prompted by the need to establish "more effective positioning of our brand as expert, relevant, inspiring and accessible" to help the museum’s "ambitious fundraising plans".
Baker told PRWeek the brief would cover "a number of years" and run across "select projects", adding:
"We are a voice of authority on the natural world, working to challenge the way people think about its past, present and future.
"We are actively contributing to key issues facing society such as climate change, disease control and feeding an ever-growing world population. At the same time we are working to improve our visitor experience and renew our permanent galleries."
The museum set up The Natural History Museum Development Trust two years ago to focus specifically on fundraising, and is seeking a fundraising consultancy as part of the tender.