Today we’d like to introduce you to Lisa Morales
Hi Lisa, so excited to have you with us today. What can you tell us about your story?
I have two businesses, which I like to call “passion projects”. First, I started Allegory PR Services, a boutique PR and marketing agency in South Florida. My career began in Toronto, Canada, where I studied Cinema Studies and English at the University of Toronto. After working for a few years, I married and moved to Miami to be closer to my husband’s family and enjoy the warmer climate.
During the recession, with three children and wanting to contribute financially, I began volunteering for an art program at our children’s Catholic School. I also taught piano part-time and did pro bono PR work for the Miami Music Teachers Association. Returning to public relations allowed me to craft stories that resonate, particularly in the arts, which I’ve always loved. In 2010, I formally launched Allegory PR Services, focusing on PR, grant writing, and an alumni magazine for a Catholic high school near Miami’s Design District, where my work gained recognition.
**What PR Means to Me**
I believe PR is more than crafting pitches—it’s about uncovering meaningful stories and leveraging digital tools to connect clients with their audiences. As a PR specialist and now a full-time writer, I collaborate with individuals with passion projects, often working with limited budgets to achieve earned media placement. Early on, I incorporated SEO strategies into press releases, leveraging platforms like Facebook, Twitter, and LinkedIn.
**Live in Italy Magazine**
In late 2020, amid the pandemic and losing my main PR income from event promotions, I turned to YouTube for virtual travel. Discovering Italy’s 1 Euro House program sparked my interest in merging my love for Italy with writing and PR. Recognizing a niche in storytelling about why people are drawn to live in Italy for ‘la dolce vita’, beyond just affordable housing, inspired me to launch Live in Italy Magazine. Alongside a global team, we cover travel, food and wine, art and culture, real estate, and the unique stories of expats and Italians through features like “Chat with an Expat”.
Today, Live in Italy Magazine boasts over 20,000 unique monthly visitors, primarily from the U.S., Italy, the UK, Canada, and Australia. Recognized as the Top Italy Magazine by Feedspot and a verified Google News site, I am proud of our growth and the team’s dedication.
**Other Work”*
I also write for the Food Wine Travel Magazine as part of the International Food Wine Travel Writers Association and cover Art Basel Miami Beach and other satellite fairs and art exhibitions in South Florida for Widewalls.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Absolutely! Starting two businesses with minimal capital—just a computer and camera—was challenging. Returning to work after raising children required proving myself to clients who initially doubted remote work capabilities. Public relations, in an ever-changing media landscape, demands consistency and adaptation. Convincing clients of the value of PR amidst budget constraints and navigating the unpredictability of media coverage has been ongoing.
Monetizing Live in Italy Magazine without compromising content integrity has been another hurdle. While we’ve attracted sponsors, my goal is sustainable reader support through platforms like Patreon or finding a sponsor aligned with our mission.
Alright, so let’s switch gears a bit and talk business. What should we know?
Allegory PR Services is a boutique marketing and public relations agency specializing in the visual arts, real estate, commercial real estate, and food and wine industries.
Live in Italy Magazine is an experiential lifestyle publication that focuses on authentic and sustainable travel, expat life in Italy, and ways to preserve “la dolce vita” at home. I take pride in maintaining loyal clients who trust my expertise. With Live in Italy Magazine, I’m proud of our dedicated team and our recognition as the Top Italy Magazine by Feedspot. It’s especially thrilling that our most popular YouTube interview is nearing 100,000 views! We’re dedicated to supporting local businesses and sharing stories that might otherwise go untold—it’s been an incredible journey.
What was your favorite childhood memory?
My mom instilled the travel bug in me at an early age. One of my fondest memories is climbing up the Eiffel Tower in Paris with my mom encouraging us to take the stairs instead of paying for the elevator. She rewarded my brother and me with candy at each landing! I also cherish memories of tricycling around the Eiffel Tower, a boat trip across the English Channel where a rowdy football (soccer) team kept me awake, and a journey down the Rhine River. These childhood adventures shaped my love for travel, which I’ve carried into adulthood, traveling budget-smart with our own kids. For me, travel has always been a richer experience than what textbooks can teach.
Pricing:
- For public relations and marketing I consult the client and provide a quote.
- For Live in Italy Magazine, we offer custom advertorial and social media packages that typically start at $1500.00. It is customized by consultation.
Contact Info:
- Website: https://liveinitalymag.com/
- Instagram: https://www.instagram.com/liveinitalymag/
- Facebook: https://www.facebook.com/LiveInItalyMag
- Twitter: https://x.com/liveinitalymag
- Soundcloud: https://soundcloud.com/liveinitalymag
- Other: https://open.spotify.com/show/1zJX2Vu83ow6cqfRBwGaKL?si=21ffb7046603434f
Image Credits
Michelle Vantine, Armando Colls, Feuza Reis, Antoine Martin
