Today we’d like to introduce you to Lisa Morales.
Hi Lisa, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I was born and raised in Toronto, Canada, and storytelling has been a common thread throughout my life, even before I realized it would become my career.
At twenty years old, I landed my first public relations client and published my first newspaper article. Looking back, those two experiences unexpectedly shaped much of what followed.
I began studying business at Ryerson University before transferring to the University of Toronto, where I studied Cinema Studies and English Literature. During that time, I worked at one of Toronto’s largest advertising agencies supporting the Creative Director. It was my first real exposure to the intersection of creativity and business, and I quickly became fascinated by how ideas could be transformed into stories, brands, and campaigns that connected with people.
That experience helped shape the way I think today. I’ve always approached communications through both a creative and strategic lens. Storytelling matters, but so does understanding your audience and how to reach them.
More than thirty years ago, shortly after the birth of our first child, my family relocated to South Florida. What began as a personal decision eventually became a professional turning point as I built a career in communications, public relations, marketing, and content development.
In 2010, I founded Allegory PR Services, a boutique communications consultancy. Over the years, I’ve worked across industries including visual arts, hospitality, luxury travel, food and wine, nonprofit organizations, and commercial real estate. While the industries vary, the challenge is always the same: uncovering the story that connects people to a brand, organization, or experience.
The next chapter came during the pandemic when I launched Live in Italy Magazine. What began as a passion project inspired by my love of Italy evolved into an award-winning multimedia publication focused on authentic travel, culture, food and wine, design, and lifestyle storytelling. Alongside an incredible team of writers in both North America and Europe, we have proudly been named Best Italy Magazine by Feedspot for four consecutive years.
Today, my work sits at the intersection of communications strategy, editorial publishing, podcasting, and storytelling. The platforms have changed dramatically over the years, but the goal remains the same: helping people connect through meaningful stories.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Like most entrepreneurial journeys, it has definitely not been a straight line.
One of the biggest challenges has been adapting to constant change. The communications industry I entered in my twenties looks nothing like the industry today. We’ve moved from fax machines and printed press kits to websites, social media, AI-assisted search, podcasts, and multimedia storytelling.
Building an independent publication has also come with its share of challenges. Beyond writing and editing, you have to understand audience behavior, search visibility, partnerships, monetization, and the realities of operating a small business.
On a personal level, I’ve always been more comfortable behind the scenes than in the spotlight. Launching a podcast and occasionally stepping in front of a camera has pushed me outside my comfort zone. While that may seem minor to some people, for someone who spent years supporting other people’s stories rather than telling her own, it represented a significant shift.
The losses I’ve experienced throughout my life have also shaped me. Losing my only sibling and both parents within a relatively short period of time changed my perspective on what matters. It reinforced the importance of meaningful work, authentic relationships, and creating something that has purpose beyond business goals.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Live in Italy Magazine is an independent multimedia publication dedicated to authentic Italian travel, culture, food and wine, design, heritage, and lifestyle storytelling. What began as a passion project during the pandemic has evolved into an award-winning platform that includes editorial features, newsletters, social media, YouTube, and the Italy Answered Podcast.
Our editorial philosophy centers around authentic travel, sustainable luxury, food and wine, arts and culture, and the deeper reasons people connect with Italy. Rather than focusing solely on destinations, we are interested in the people, experiences, traditions, and stories that create a sense of place.
At the same time, I often say that I wear two hats. Alongside my role as founder and Editor-in-Chief of Live in Italy Magazine, I continue to lead Allegory PR Services, a boutique communications consultancy. While I still work in public relations, my role today extends beyond traditional media relations into content strategy, editorial storytelling, search visibility, and helping organizations build meaningful connections with their audiences.
What I am probably most proud of is that we have grown Live in Italy Magazine without compromising our editorial voice. We care deeply about quality storytelling, and I am fortunate to work alongside an incredibly talented team of writers in both North America and Europe who share that vision.
Can you share something surprising about yourself?
Most people are surprised to learn that I am a huge fan of melodic house, electronic music, French Nu Disco, and live music festivals.
I spent fifteen years studying classical piano, and my teacher hoped I would eventually become a concert pianist. While I loved music, I was far too shy for the stage. Looking back, that experience taught me discipline, creativity, and an appreciation for how art can move people emotionally.
Later, I studied Cinema Studies and developed a fascination with storytelling through film. If I had pursued a completely different career, documentary filmmaking would probably be at the top of my list.
Today, music remains one of the ways I recharge creatively. Artists such as Odesza, Sofi Tukker, Sudan Archives, Polo & Pan, and Rufus du Sol have been part of the soundtrack of my life for years. I love traveling to see live performances, whether in Toronto, Montreal, Florida, or Europe, and one of my dream locations is seeing a show in St. Tropez.
People are often surprised by that because they know me through writing, publishing, travel, or communications. But when I think about it, music, film, writing, podcasting, and storytelling all stem from the same place: curiosity, creativity, and a desire to connect with people through shared experiences.
I sometimes joke that documentary filmmaker and DJ are the two careers I would secretly pursue in another life. The truth is that both are simply different forms of storytelling.
Contact Info:
- Website: https://liveinitalymag.com/
- Instagram: https://www.instagram.com/liveinitalymag/
- Facebook: https://www.facebook.com/LiveInItalyMag
- LinkedIn: https://www.linkedin.com/in/allegorypr/
- Twitter: https://x.com/LiveinItalyMag
- Youtube: https://www.youtube.com/@LiveInItalyMagazine
- Soundcloud: https://www.youtube.com/@LiveInItalyMagazine
- Other: https://podcasts.apple.com/us/podcast/italy-answered-your-guide-to-authentic-italian-experiences/id1801778932
