The council's head of communications Ian Marrat has drafted in Marina Pirotta Communications to conduct an audit of all comms efforts.
Marrat said one area he was looking to improve was to alter a perception among Government, particularly the Greater London Authority, that the borough only has affluent areas.
Marrat said: 'While it is true that we do have a high level of affluence there are areas of high social deprivation. We need to get the message out that we have a mixture.'
This is seen as vital in improving the borough's chances in gaining extra funding.
Lobbying is already underway by the council, through cross-council group the South London Partnership, to gain funds through Mayor Ken Livingstone's London Plan.
In its draft stage, the council wants the final plan to recognise the need for economic investment in the borough and transport improvements.
Other areas Marrat hopes the audit will highlight for improvement are e-government and internal communications.
Marrat joined two years ago as the council's first head of communications.
The communications function has been strengthened further this year with the bringing in of the design team into the department and the creation of new marketing officer and website editor roles.