Golin/Harris Ludgate's lobbying and campaigning arm is considering dropping the descriptor Public Affairs.
Senior Ludgate figures are reviewing options including renaming the division 21st Century Messaging or Advocacy Communication.
Plans within Ludgate are at an early stage, and any change would require the agreement of the firm's Golin/Harris parent company in Chicago.
But Ceri Evans, the former aide to London mayoral candidate Steve Norris and recently-hired MD of Ludgate's Public Affairs arm, said a range of options was currently under consideration.
'Clients face tougher challenges to get their message across to more demanding stakeholders. We're looking to reflect the services we deliver way beyond traditional public affairs.
'There isn't a sector that can put itself beyond shake-up, and certainly not ours,' he said.
The company is understood to have ruled out the tag 'Issues Management' on the grounds that it 'is only one service we offer'.
Evans said: 'Issues management doesn't describe the combination of polling, coalition-building and media relations needed to be a champion in your client's corner.'
'The Americans would need to be assured we were not dropping public affairs, but were just dropping the name Public Affairs,' said Evans.