Luchford APM will focus on supporting the international and UK sales and lettings campaigns of the tower, which has lain empty since 2007.
It will be converted into 173 luxury apartments and 217,00 sq ft of office space and 52,000 sq ft of retail space.
Tania McNally, head of the agency’s property division, commented: 'We are the first PR agency to be appointed by CIT on the communications campaign for this iconic mixed-use development. This will be a phased global campaign covering all facets of media from corporate, business and news titles through to consumer lifestyle, making the most of our wider international comms skills.
'The area around King’s Reach Tower is undergoing a huge transformation, with proposed new hotels, restaurants, retail and neighbouring residential towers, so the initial phase of our campaign will focus on building excitement around what is to come, with exposure in wide international media in Asia and Middle Eastern press in the first tranche.'