The magazine - which has a readership of 680,000 around the world - is hoping to promote itself via a combination of word-of-mouth and media coverage.
Frank PR has won a brief to lead the PR push, reporting to New Scientist publisher Natasha Ward and marketing manager Siobhan Horner.
The agency was appointed after a competitive pitch against three PR agencies, alongside creative and ad shops.
Frank chairman Graham Goodkind, who co-heads the campaign with joint MD Andrew Bloch, said: 'The whole point about the New Scientist is that it's not just a magazine for scientists. They want to get across the message that it covers many interesting subjects that appeal and relate to everyone.'
The campaign will target a wide variety of media and national titles to reach consumers beyond its traditional readership base.
Promotional work will also focus around a yet-to-be-announced promotion to run in the magazine's first redesigned edition.
The redesign will see a change in style and content, with new sections in order to 'get a newer and fresher feel and keep up with the times,' said Goodkind.
'We are confident the campaign that is being developed will deliver media interest and get people talking about the New Scientist,' said Ward.
New Scientist, published by Reed Business Information, first launched in 1956.