The show - which is broadcast on urban music digital channel MTV Base - is set for a relaunch in October this year.
JCPR has been appointed to win coverage for The Lick in the national press and mainstream magazines.
Media relations work is to highlight the show's 16 October relaunch, in addition to profile-raising work for its presenter, Radio One DJ Trevor Nelson.
JCPR's remit, which runs until next May, will also see JCPR handle retail partnership work.
The Lick, which is five years old next February, broadcasts each Wednesday at 9pm.
From October the show will be 'more magazine-y' in style, with more viewer interactivity, according to JCPR account director Kim Holliday.
The JCPR team is led by Holliday, who reports to MTV digital channels head of marketing Virginia Monaghan.