EXPANDING communications agency Deep South Media (DSM) has announced a new appointment.

Cliff Moore, former Dorset head of production at the Daily Echo’s publisher Newsquest, has joined the Bournemouth-based media company as an account director.

His appointment brings the number of professionally qualified journalists working in the firm's public relations division to eight, including three former business editors.

Cliff will be providing press office, communications and public relations support for clients locally, regional and nationally as well as developing new business.

He will also assist in DSM's design and publishing arm, working closely with design director Kay Sinclair.

Joint managing director Ron Wain said: “With his depth of skills and experience, Cliff will be a great asset as we continue to expand regionally and nationally."

Cliff, who lives in Poole, trained with Times-Herald Newspapers in the town before becoming chief reporter, news editor and finally editor of the Advertiser series in Dorset, a post he held for 10 years.

In 1997, he became deputy editor of the Dorset Echo, later becoming head of production and more recently head of multimedia production at the publisher’s Weymouth base.

Deep South’s PR arm, launched in 2005, has 45 retained clients across a range of sectors, including lawyers, accountants, commercial and residential property specialists, auctioneers, care home providers, civil engineers, water and transport companies, schools and local authorities.

The firm was founded in 1998 by former Bournemouth Daily Echo editor Gareth Weekes.