UCLan director of advancement Lynn Duckworth said: 'Our research shows we are not as well known as we would like.'
She added that WS had helped chancellor Malcolm McVicar to present his opposition to the Government over top-up fees.
The new contract is worth £150,000 a year over three years.
UCLan wants to act as a 'critical friend' to the Government in formulating policy beyond 2009 - when the commitment to limit top-up fees to £3,000 a year ends - and attract a more diverse range of students.
WS is also tasked with bolstering the university's image as a 'centre of excellence' nationally and internationally through media relations.
UCLan is Britain's sixth-largest university with around 35,000 students.