Paratus Communications will put together a 'Pub PR pack' containing template press releases, photocall notices and ideas for charity events for individual pubs.
The agency will also help publicise activity around important events in the sporting calendar and dates such as Valentine's Day and Mother's Day.
'Paratus will work closely with our pub managers to ensure they are each playing an effective and active role in generating local publicity for their individual outlets,' said Spirit Group head of comms Sarah Perrins.
'We want to empower pub managers to generate their own PR,' she added.
The agency will work across all four of Spirit Group's pub chains: Chef & Brewer, Wacky Warehouse, Two for One and John Barras. It will attempt to raise awareness of the 'distinct identity and audiences' of each brand.
The campaign for Wacky Warehouse will target parents, while Two for One activity will highlight its 'value-driven' ethos.
Paratus will also stress Chef & Brewer's 'good-quality food' and 'traditional environment' to food specialist press.
Meanwhile, the media relations programme for John Barras will have a sports focus, aimed at 25 to 45-year-old men who enjoy going to their local pubs.
Lads' magazines and local newspapers will be particularly targeted.
The agency is also promoting the group's recently launched 'healthy eating' children's menu.
Paratus won the account in a four-way pitch. The 18-month incumbent agency was BCLO PR.