'This is not about care professionals, but about the people who look after a relative without any financial assistance,' said Carers Week manager Paul Matz.
Trinity PR has been briefed to build up to 12 June by generating local and national coverage around carers' issues and the support available to them.
Matz said the agency aimed to recruit people in the public eye with care experience and would be compiling case studies to boost the human interest angle.
The alliance consists of Carers UK, Counsel and Care, Crossroads Caring for Carers, Help the Aged, Macmillan Cancer Relief, MS Society, Rethink and The Princess Royal Trust for Carers. Matz said Trinity would target the charity press to recruit even more members.
The group is hoping the relaunch of its carersweek.org website will help increase coverage because it now includes a 'media centre' with photos, contacts and case studies.