A senior sports writer at the Liverpool ECHO has joined Liverpool PR agency This Generation Communications

Sam Carroll, senior sports correspondent at the Liverpool ECHO, has joined Liverpool PR and communications agency This Generation Communications (TGC).

He spent four years reporting on Merseyside’s biggest sports news stories and joins TGC as an account manager. He will work on key accounts including DAM Health, Sedulo, Legacie Developments and The Pandemic Institute.

Sam joins at a fledgling time for the full-service communications firm as it has won a clutch of new clients in recent months. These include Chester Zoo, Intelligent FS and Local Solutions.

“I am joining TGC at an incredibly exciting time for the business. I’ve hit the ground running and I am looking forward to working on a number of major new campaigns,” said Sam.

The fully-accredited journalist will also help the team manage the reputations of people in the public eye. He will also work on the Football for Change initiative, which TGC launched in 2020 alongside Trent Alexander Arnold, Jamie Carragher and Conor Coady.

TGC managing director Daniel Hughes added: “Sam has great experience in a busy news environment, where he consistently delivered quality journalism. He is a strong addition to our ever-growing team of communicators.”