Former regional press journalist Steve Caddy has launched his own media relations agency in Sheffield.

Steve (pictured) worked in newspapers for more than 20 years before moving into PR, and is hoping his journalism background can help make his new business a success.

"I'm still using my old skills; looking for a good line in a story, getting some decent quotes and trying to explain what can be quite dry subjects in as interesting a way as possible."

Steve, (44), began his career in 1980 as a reporter on the Eastwood and Kimberly Advertiser, before moving to the Matlock Mercury and then the Rotherham Advertiser.

He also worked on the Rotherham Star before moving to its head office in Sheffield, and moved into PR in 2001, becoming general manager of Sheffield agency HR Media Ltd.

His new firm, Merit Media, will be based in the city's Paradise Square.

In addition to media relations it will produce newsletters and other publications, and Steve is already building up a varied client base.

Steve said: "An unexpected bonus is that I'm actually getting out and talking to people again. After being pretty much chained to a desk for the last few years in journalism, it's nice to get back to that.

"There's no doubt about it - you'll get the best story face-to-face, rather than on the phone. That's as true for PR as it is journalism."

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