Meet the Team: 5 questions for Elena Santoro

Continuing with our ‘Meet the team’ series, here we meet Elena Santoro – founder and CEO of Italian PR and communications business a quiet place – which has been SHC’s partner in Italy for the past year.

Elena Santoro is a journalist with a concrete passion for media relations. The client portfolio shows a deep expertise in corporate communication, technology, real estate and fast-moving consumer goods.

What made you decide to start your own PR agency?

After many years working in communication and advising companies across different industries, I felt it was the right moment to create something of my own. I had seen how noise often dominates the world of PR, while true value lies in clarity, depth, and meaningful relationships. That’s why I founded a quiet place: a space for strategic thinking, where brands can find their authentic voice and build long-term impact also in partnership, as the one with SHC. The name reflects this vision – cutting through the noise to focus on what really matters. Harmony is also fundamental to me: I deeply love my work, and I value creating it together with clients and with the professionals who work for and with me. It was both a professional turning point and a personal choice to work in a way that feels more intentional, sustainable, and human.

Why PR?

For me, communication has always felt like destiny. My studies were in Classics and Archaeology, and I first started out as a journalist. But along the way I discovered the world of public relations – and it completely captured me. Each time I thought of stepping back onto a different path, life showed me very clearly that this was, and still is, my road. What I love about PR is exactly this: connecting the dots, creating meaning, and building relationships that last. With a quiet place, I work with clients and Italian media across diverse sectors, industries and regions, always seeking harmony and authenticity. And that’s why I value collaborations with SHC because I believe in the power of exchange, cross-fertilisation, and learning from colleagues, such as Suzanne, with great international experience.

What have been your PR career highlights so far?

Over nearly thirty years in PR, I’ve learned that the real highlight is creating understanding and harmony within a team. I love building mixed teams where both the client and the professionals feel comfortable working with the colleague who best fits their needs. For seven years I also worked in an international business law firm, and I often compare agency life to that experience: it feels like working with fifty different partners at once, each with unique needs and expectations. The challenge – and the fun – lies in entering their world, understanding what truly matters to them, and finding the right way to deliver. I never stop learning from each of the people I meet, and that constant exchange is what keeps me inspired. And perhaps something amusing: when friends ask me what my job is really like, I tell them it’s a bit like being a translator of emotions and expectations – always finding the right words to make very different worlds connect.

Do you see any major differences between PR in the UK and Italy

I don’t really see major differences between PR in the UK and Italy. For most of my career I’ve worked within international teams where each agency was responsible for its own country, and I’ve always found it incredibly stimulating to see how others think and work. I’ve never had any real difficulty collaborating across borders – probably because I’ve always loved connecting with people from different cultures and have a deep respect for everyone’s perspective. A fun fact: when I was younger, from my teenage years through university, I had around 250 pen pals from all over the world, exchanging long letters. Maybe that’s where my passion for international exchange truly began! And I must say I also love the English mindset – their humour, their style – and since I was a child my favourite book has been Pride and Prejudice by Jane Austen: I am very happy with my family, but of course, if I ever met a Mr. Darcy, I’m not sure what I would do!

That’s enough about a quiet place… what about you?

At heart, I’m simply curious. I love stories, I love people, and I love connecting the two. Creating a quiet place took courage, but it showed me that fear quickly fades when you follow your own path – and what remains is the joy of working with people you admire and enjoy. The more I work, the more I see clearly that when the connection is right, the results can be truly extraordinary. And in the end, it’s about listening to yourself and following the flow when you feel it is pure.