The first PR drive in the organisation's 75-year history will educate the business community about the benefits of leadership training.
The organisaton has hired Pazang PR to position itself as a developer of business leaders.
It wants to raise awareness about its support and advice services.
Management, business and professional trade press will be targeted, including accountancy, legal and marketing specialist titles.
The charity hopes to garner coverage on national business pages and wants to publicise local activity to regional press.
The move follows the re-branding of JCI UK from British Junior Chamber, an attempt to emphasise global links with the Junior Chamber International group.