It has appointed Discovery Channel UK PR manager Lee Hobbs as head of PR, in charge of a six-strong team responsible for marketing and fundraising.
He will take up the post on 18 April and oversee PR manager Susie Robinson, who joined this week from Marks and Spencer.
The 26-strong department has been separated into three comms teams - fundraising and marketing PR, regional press and celebrity liaison, and the national press office - to revitalise its strategic role.
Cancer Research UK senior press officer Martin McGlown has been promoted to the newly created position of head of regional press and support. He takes responsibility for leading the charity's nine regional press officers and two celebrity liaison officers.
Head of press Peter Flynn will continue to lead the eight-strong national press office, with a fresh remit to publicise scientific research and react to the national news agenda.
The hire of Hobbs comes as the charity attempts to step up its profile with the broadcast media.
He reports to Cancer Research UK director of PR and media relations Carolan Davidge, who said she hoped to attain more feature-led coverage in documentaries and magazine programmes in an effort to attract the attention of lower-income families.