Smoking Gun will lead a number of the charity’s comms projects including the launch of its Kitten Neutering Database, its celebrity outreach programme, its Cat Guardian scheme and new rehoming centre openings.
The agency said it will focus on driving media coverage across consumer, third sector and specialist pet channels, as well as supporting with digital insight and content creation.
Smoking Gun’s other work in the industry includes representing the Kennel Club and Support Adoption for Pets, the UK’s largest grant-giving animal charity.
Smoking Gun PR managing director Rick Guttridge said: "With a remit spanning feline welfare, animal rehoming, fundraising and awareness raising campaigns, the in-house PR team already does an absolutely amazing job at generating share of voice for the charity and its campaigns."
Cats Protection has previously used PR agencies on an ad-hoc basis.
Louise Waters, a spokeswoman for the charity, said: "Smoking Gun PR’s outstanding industry experience, alongside its creative approach to our brief really stood out to us, making them the ideal partner for our ongoing project activity.
"It was important for us to find an agency that could work as an extension of our busy in-house team, hitting the ground running to offer expert advice and generate the quality and quantity of media coverage we feel the charity's work deserves."