To know more about me:
Eventi Culturali Magazine
Mads fo events
About me
Let me introduce myself, I'm Valeria Pennone., and I have been working in events for over 25 years.
I started working in events many years ago, collaborating with various MICE agencies before moving to “the other side of the desk” as Special Events Manager for a multinational company. There, I managed a great many initiatives, meetings, conventions, incentives and large-scale events, in Italy and abroad.
Above all, I learned certain corporate dynamics that proved extremely useful in the years that followed.
I came to understand that complexity has nothing to do with the number of participants: the real challenge is reading the context, understanding its purpose, and knowing how to meet expectations.
From that experience came the decision to create a space of my own, able to combine method and creativity, rigour and sensitivity: VIP communication where I bring my ability to see the bigger picture without losing sight of the details that, I'll never tire of saying, always make the difference.
I have worked on four continents, managing events with different goals and audiences ranging from small groups to more than 40,000 people.
Alongside event management, I deepened my study of etiquette, business etiquette and ceremonial protocol, because I quickly realised I couldn't do without at least a grounding in them, they are essential skills for anyone working in the meeting industry.
Then I kept going: from the basics, over the years, all the way to a Master's degree in Ceremonial Protocol, Etiquette and Institutional Events at Sapienza University of Rome.
Today I put my skills as an event planner, ceremonial and protocol expert at the service of companies and institutions, alongside supporting organisations, professionals and private individuals as a trainer and consultant in etiquette and ceremonial protocol.
I firmly believe in the sharing of experiences and knowledge, which is why I am a trainer and lecturer in Business Etiquette, Etiquette, and Event Management.
My book “The Etiquette of Events”
(Il Galateo degli Eventi)
An event isn't only about staging, timing and organisation.
It's about people, relationships, hospitality, roles, language, and attention to detail. And all of this requires sensitivity, measure, and the ability to move naturally across different contexts.
This is exactly where etiquette comes in. Not in the abstract, but in many concrete aspects of organising and running an event: in how guests are welcomed, in introductions, in seating arrangements, in the tone of communication, in respecting roles, in nurturing relationships, and in making every guest feel considered.
Knowing these things is always useful, but it matters even more for people who work in events especially when dealing with guests and international contexts, where what feels normal to us may follow different codes.
The Etiquette of Events was born from this: years of experience, observation and study, and the wish to share, in a concrete way, how etiquette can become a real working tool at events.
It's a book written for those who organise, welcome, coordinate and represent for those who want to work with greater awareness and better understand everything that contributes, even discreetly, to an event's success, never forgetting that people always come first.
.png)