Mischief has been brought in on a 12-month retainer to handle day-to-day press office work, news generation, brand activation campaigns and digital communications.
The shopping channel is understood to have held a five-way pitch that included six-year incumbent Freshwater, Lexis PR and Shine Communications.
Mischief MD Mitchell Kaye will head the account, reporting to marketing director Sue Leeson.
It is believed that part of the brief includes raising the profile of the channel's presenters, positioning them as experts in their field.
Last week, QVC secured coverage stressing the convenience of its shopping method, when it released a survey that claimed more than 47 per cent of British people have had 'queue rage'.
Meanwhile, Taylor Herring account director Kat Taylor has joined Mischief in the same role. Mischief's creative director Ben Dutton has rejoined the Red Consultancy as associate director.