Britannia MD Ford Ennals, who joined the company just eight weeks ago, said his first priority was to review the relationship with incumbent agency Ketchum.
He said: 'I have personally not worked with that agency before and first of all I need to review our relationship with them. It is possible a pitch could then take place.'
Ennals said he was to review how Britannia handled its consumer PR, issues management and customer relationships work.
Adam Tuson is to join Britannia as customer marketing director on Monday.
He has been marketing and comms director at Lloyds TSB for five years.
Ennals said Tuson's remit would include responsibility for PR, adding: 'I will ask him to put in place the resources he needs'.
At the moment, Britannia does not have an in-house PR or press office. Media enquiries have been handled by either Ketchum or Universal's press office.
Last month Britannia hired consultancy Wolff Olins for a brand overhaul.
In the face of a membership decline from just over two million members to 1.8 million, Britannia is aiming to reposition itself as an 'entertainment retailer,' increasing its emphasis on the booming DVD market.
In addition, Britannia believes there is considerable growth potential in online business. Currently just 15 per cent of its sales are made via the web.
In response to media speculation that Britannia is considering a name-change, Ennals said: 'All options are open to us at present.'
He added that the firm may seek to 'play up' its Universal Music parentage in future PR strategy.
Ennals took over as MD from Tony Kane, who is understood to have left to become a freelance consultant.
Ennals joined from Lloyds TSB, where he spent six years as director of group customer management. Before that he was UK marketing director for BA for two-and-a-half years, and before that he held marketing roles for Mars in the UK and US.