Areas that BAE wants promoted by Biss Lancaster are its role in technology innovation and its 'corporate social responsibility' in defence.
'There is no higher social responsibility to have (in a country) than to defend its people and interests,' added Soucy.
He cited the firm's development of a silicon gyroscope, which was originally designed for missiles and is now used in the automotive industry, as an example of technological innovation that affects everyday lives.
Biss Lancaster has also been briefed to raise coverage in the regional press. Board director Belinda Taylor, supported by consultant director Peter Scaramanga, heads the agency team.
The agency's regional network Leedex is also involved, with its MD Brian Beech leading teams in Edinburgh, Manchester, Leeds and Bristol. The account is understood to be worth £100,000 a year.
Despite the move being taken ahead of a potential conflict in Iraq and almost certain heightened media interest in its products, BAE media relations director Phil Soucy denies this is the reason for the hire.
Soucy said: 'The two are not linked. This is a desire to make sure that the public are aware of what the company is about.'
He added that media enquiries about any weapons used in the conflict would continue to be handled by the four-strong in-house team.