The charity has hired Hooper Galton to help hammer out the details of the PR drive, which will start in April.
A Shelter spokesman said it would use case studies of the people it has helped to portray homelessness as more than just a street problem.
The campaign will target TV news journalists and documentary makers in an attempt to get more exposure for the different kinds of people who find themselves without a place to live.
Shelter would not say whether it was already working with any documentary makers on such a project.
A year ago, a report by the Audit Commission said performance was disappointing in the 50 homelessness services it had inspected. Homelessness: Responding to the New Agenda declared that 76 per cent of the homelessness and advice services were either fair or poor.