lorenzototaro.com
NEWS
MEDIA
COMMUNIC
ACTION
Journalist and communication manager bridging international media and European institutions and companies — from Bloomberg newsrooms to Expo Dubai and Italy's flagship global projects in culture, finance, technology, and the energy industry
Journalist registered with the National Order of Journalists (pubblicista since 1998, professionista since 2001)
Foreign Press Club in Italy Member (since 2024)
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Lorenzo Totaro is a journalist, author and communication manager who has lived and worked in Italy, the UK and the UAE. A professional journalist since 2001 and member of the Foreign Press Association in Italy, he spent 18 years with Bloomberg News, including a decade as Rome correspondent. He served as Director of Communications for Italy at Expo 2020 Dubai and now advises companies, institutions and international events on media strategy, crisis communication and external relations. He writes a regular column for Energy Connects.
(CRISIS) COMMUNICATION
Preparation, response and reputation management under pressure
CONTENT
(CO)CREATION
Columns, books, ghost-writing, editorial planning
MEDIA STRATEGY
EXTERNAL RELATIONS
International and Italian press, from launch campaigns to ongoing visibility programs
EVENT DESIGN
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PUBLIC SPEAKING & MODERATION
In Italian and English, from policy panels to global conferences
Are YOU ready
to elevate
YOUR message?
Let's discuss how strategic communication can drive you forward in Italy, the rest of Europe, Middle East, and the World!
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NEXT
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PRESENTING A NOVEL ON 1945,
PARTISANS AND FASCISM AT TOP EVENT IN
ITALY’S 2026 BOOK CAPITAL
Pistoia, June 12
Luigi Contu’s “Domani sarà tardi”
A special event to present the latest book by the editor-in-chief of Italian new agency ANSA with the author and Linda Meoni from QN - La Nazione
MEDIA RELATIONS
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COVER STORY/1
ITALY-U.S. (MAY 2026)
Promoting Pietrasanta
on International Media as
New Global Art Crucible
Farah Nayeri’s feature on the town in the Tuscan Region, home to artists from all over the world, and on the institution in charge of putting it on the global map of art watchers and collectors
My columns
for
ENERGY CONNECTS
(since 2023)
Endorsements
My stories for
Bloomberg News
(2001-2019)
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ITALY-FRANCE-UK,
2025-2026
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COVER STORY/2
Introducing UpSlide and Its
Document-Automation
Solutions to the Italian media
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(FLORENCE/DUBAI, 2020-2022)
ITALY, SUMMER 2025
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COVER STORY/3
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From the 3D David to CHEDAR
CHEDAR is the “Cultural HEritage Digitization And Reconstruction” project -- a strategic Italian initiative to digitally safeguard the cultural heritage worldwide.
The Expo Dubai Legacy
Funded by Italy's NRRP (National Recovery and Resilience Plan) which is part of the European Union's “Next Generation EU” program, it serves as the "ideal and operational evolution" of the 3D reproduction of Michelangelo's David from Expo 2020 Dubai.
The 3D David successful communication strategy (check here for more) used a digital-first approach to showcase Italy's cultural treasures. Meticulously crafted, this narrative spanned over two years and aimed for high-profile visibility from the announcement at the Galleria dell'Accademia in Florence to the reproduction’s unveiling at the Expo site and beyond.
A Communication Best Practice…
Worth Over $60 Million
Such an approach generated immense global attention, with coverage in leading international media (e.g., New York Times, Repubblica, BBC, CNN), extensive online presence through social media, and an AVE reaching $10 million in the six months of the Universal Exhibition and exceeding $60 million when considering the months before and after Expo Dubai (Cision data).
The plan implementation positioned the "David Twin" as an iconic symbol of Italy's heritage and innovation, helping to spark a revival of tourism to Italy's art cities after the deep crisis in the two years of the COVID pandemic.
Without the media success of the 3D David, CHEDAR could not have developed, said Professor Grazia Tucci, who was previously responsible for the reproduction of Michelangelo's masterpiece and is now the coordinator of the new research project.
🔴
ABOUT
Lorenzo Totaro is an Italian journalist, author and communication manager with more than thirty years of experience across international newsrooms, world-class events and government institutions.
A graduate in Political Science from the University of Florence, he moved to London in 1994, where he covered international economics and finance as an editor and correspondent for leading Italian and international newspapers, news agencies, television and radio outlets. He has been registered with Italy's National Order of Journalists since 1998 (professionista since 2001) and, since 2024, is a member of the Foreign Press Association in Italy.
He joined Bloomberg News in 2001, first in London as news editor and show producer for the Italian Television Service, then — from 2008 to 2019 — as Rome economy correspondent, reporting on Italian and European economic policy, EU summits and the euro-area crisis years.
In 2019 he was appointed Director of Communications for Italy's participation in Expo 2020 Dubai. Over three years he designed and led a communication strategy — crowned by the worldwide campaign around the 3D reproduction of Michelangelo's David — that helped the Italy Pavilion draw over 1.6 million visitors, reach 13 million users online, and generate earned-media value exceeding $60 million.
Since 2022 he has advised institutions and companies including Italy's Ministry of Infrastructure and Transport (NRRP communication), the Amerigo Vespucci World Tour (international media relations across the US, Japan and the Middle East), the European Institute of Innovation for Sustainability, and technology and AI-focused firms as well as executives in financial and energy industries. He is a columnist for Energy Connects on the global energy transition, an experienced moderator and public speaker, and the author of photographic volumes and guidebooks published with Mondadori Electa and Interni
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Years, Titles, and Roles
1994, Florence - Masters’ Degree in Political Sciences
1994–2001, London — editor and correspondent on international economics and finance for major Italian and international print, agency, radio and TV outlets
1998 / 2001 - Registered journalist (pubblicista 1998; professionista 2001), Ordine Nazionale dei Giornalisti
2001–2008 with Bloomberg, London — news editor and show producer, Italian Television Service
2008–2019 with Bloomberg News, Rome — economy correspondent (EU summits, euro-area policy, Italian economy)
2019–2022 - Director of Communications, Italy at Expo 2020 Dubai (Commissariato Generale; based Rome/Dubai)
2021–2022 Author — Italy Pavilion guidebooks (Interni Mondadori) and the photographic volume La Bellezza unisce le Persone (Mondadori, Rizzoli Electa, photos by Massimo Sestini)
2022–2024, EIIS — press office setup and external relations; media relations for the European Innovation for Sustainability Summit (3 editions)
2022–2025, Rome - Ministry of Infrastructure and Transport — institutional communication for Italy's NRRP implementation
2022–present, Energy Connects — columnist on the global energy transition
2024–2025, Amerigo Vespucci World Tour — international media relations (US, Japan, Middle East)
2024–Member, Foreign Press Association in Italy
2025–present, Rosely Group — corporate communication, digital & AI platforms
2026, Pistoia, Italian Book Capital 2026 — institutional communication
2026 (March-April), Rome-Siena - global media relations and crisis communication advice for PLT and Luigi Lovaglio during the proxy fight ahead of the Monte dei Paschi AGM
2026-ongoing, Pietrasanta - Centro Arti Visive, global media relations
VIDEOS
Bilingual (IT/EN) moderator and keynote speaker on energy, economy, innovation, culture, sustainability and strategic communication.
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EVENTS
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INNOVATION
&
SUSTAINABILITY
ROME, JUNE 2025
Il Verde e il Blu Festival
Here the themes of the two panels I moderated
at the BIP Group annual event on the outlook for innovation and sustainability
WATER AND FUTURE
MILAN, SEPT. 2025
AGICI Water Infrastructures Event
❓ Data has been described as the new water, but who are the new plumbers?
💧I posed this question after moderating AGICI's eighth annual conference of the Osservatorio Idrico OSWI devoted to Italy’s water infrastructure.
GROWTH
&
CIRCULAR ECONOMY
MILAN, JULY 2025
AGICI Waste & Recycling Event
“Value creation drivers in the recycling
and waste supply chains. What works (and what doesn’t) in the Italian system”
SPACE ECONOMY
LOS ANGELES, 2024
NASA, ESA, and Californian Startups
of Suborbital Exploration
Two stellar panels (with top CEOs, astronauts, space tourists, and key civil servants) to debate the outlook for international cooperation and research on the economy based on space exploration
WORK
IN
PROGRESS
Columns, interviews, and reporting on the energy transition (since 2022)
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Corporate Communication with a focus on digital & AI platforms and solutions (since 2025)
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Institutional communication of the Italian Book Capital for 2026 (Pistoia)
JOB
DONE
Institutional communication for the NRRP implementation in Italy (2022-2025)
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International media relations for the World Tour events in the United States, Japan, and the Middle East (2024–2025)
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Press office setup and external relations (2022-2024). Media relations for the 2nd, 3rd, and 4th editions of the European Innovation for Sustainability Summit
HERE the link to the EIIS press center
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London-based news editor and showproducer for the Italian Television Service (2001-2008), news agency Rome correspondent (2008-2019)
HERE my stories for Bloomberg News and Businessweek
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Director of Communications (2019-2022)
HERE a summary of the communication plans for the event and its impact
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One From the Past
The story of a 1000-year old business struggling to counter the effects of Italy’s recession of 2008-2013, originally published by Bloomberg News: “Oldest Italy Bell Maker Avoids Death Knell via Exports”
GALLERY
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(In the News)
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lorenzototaro.com
NEWS
MEDIA
COMMUNIC
ACTION
Journalist and communication manager bridging international media and European institutions and companies — from Bloomberg newsrooms to Expo Dubai and Italy's flagship global projects in culture, finance, technology, and the energy industry
