Impressive PR has won the contract to promote the festival this year and on its tenth anniversary next year.
Sacha Taylor-Cox, director at Impressive PR, said: 'We want the event to be as prominent as the comedy festivals in Edinburgh, Melbourne and Montreux as we build up to the tenth anniversary.'
The festival runs from 7 to 23 October and features some of the biggest names in British comedy.
It has attracted comedians Alan Carr and Michael McIntyre to host the opening comedy gala night.
Impressive will look to attract national media coverage as part of the PR strategy to boost the event's profile.
Taylor-Cox said that there had been interest in the event from national broadcasters, including BBC Radio 2 and ITV's new breakfast show Daybreak.
She also said The Sun and Times Online were interested in covering the event.
She added: 'This year we've got more of a fringe feel as venues across Brighton have been persuaded to host events during the festival.
Before it was mainly the Dome, Pavilion and Corn Exchange that hosted the attractions.'
This year headline acts include Al Murray, Jimmy Carr, Jim Jefferies and Stuart Lee, alongside award-winning stand-ups Mark Watson and Sarah Millican.
Many comedians incorporate the festival into their tour dates.
Impressive PR director Mel Brown will work with event founder William Burdett-Coutts and programmer Alex Roachford to raise the profile of the festival.
Impressive, based in Camden, north London, has built strong comedy credentials since its launch in 2000.
Clients have included Noel Fielding and Russell Brand as well as Joan Rivers, Jimmy Carr, Rob Newman and Mitchell & Webb.