At least three agencies are understood to be in the running to pick up the work, including Shine Communications.
The Kent shopping centre appointed Shine Communications in December 2012
for consumer-facing work and currently works with Aver for its trade comms.
Rachel Bell, chief executive of Shine, said the agency had been asked to respond to aspects of the brief which would be changing from 2016 as part of a review process.
She said: ""Bluewater are in the process of benchmarking their future PR needs as part of a three year cycle and we are very much part of this process. We all really enjoy working on the brand and hope to be continuing what has been a great partnership so far."
Bluewater declined to comment.