The group, owned by parent Henderson Global Investors, studied its marcoms efforts at the end of last year, forming a marketing committee of all the individual investment trusts.
HIT marketing manager James Budden said the committee decided to draft in retained external PR help for the first time, with each trust contributing to a promotional budget.
Polhill Communications won a pitch against Lansons Communications and Neil Mainland PR to lead the push.
Budden said: 'It was decided that in the current market conditions it was important the trusts had a greater sense of profile - they wanted to bring greater focus to themselves and their funds.'
Polhill's brief is to support marketing initiatives, increase comment opportunities in the media and build relationships with journalists.