The UK charity has briefed The SPA Way to raise its profile as a provider of dogs trained to work with deaf people.
SPA Way associate director Sophie Lennon said planned publicity initiatives included a ‘Hero Hound' regional campaign, and a partnership with the National Trust to encourage people to walk their dogs on trust property.
The charity is also hosting a reception at this year's Crufts show.
Since the organisation launched in 1982, Hearing Dogs for Deaf People has provided over 1,300 dogs. Each one costs around £5,000 to train - they react to sounds, alerting their owners with a paw and leading them to the source.
When they hear fire alarms, the dogs lie down to indicate danger.