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Overview

Dr Laura Toogood is an award-winning digital communications professional, media commentator and author with broad academic and industry experience about social media, online reputation, digital footprint matters and various challenges posed by the digital age.

She is the founder and CEO of Fieldmaster Group, which is a leading professional services firm that provides specialised strategic advice and technical insight to help manage the online profile for prominent families, business leaders, multinational corporations and luxury brands.

Dr Toogood has a PhD in Social Informatics and has worked in the area of digital communications and social media for over a decade. She is working on her second book, which will be published by Bloomsbury Publishing, while also running Fieldmaster Group.

Dr Toogood regularly appears on TV and radio as an expert commentator and contributes to features for the BBC, ITV, LBC Radio, Rogers TV (North America), CNBC, Al Jazeera English, London Live TV, the Daily Telegraph and The Times. She has been involved with live TV broadcasts as well as documentaries.

She is the founder of Fieldmaster Group and has advised many high profile families and corporate clients during the last 15 years. Her professional experience prior to Fieldmaster Group includes several years as a social media strategist for leading global brands, as well as her former role of Managing Director of Private Clients at Digitalis.

Dr. Laura Toogood is recommended in the Spear’s 500:

“A Spear’s rising star award winner for Future Leader in Wealth Management, the eminent Dr Laura Toogood continues to shine in reputation management with Fieldmaster Group” (Spear’s Magazine 2023 – Read more here).

Her other business interests include Sloaney Season and The Sloaney.

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Fieldmaster Group

Dr. Toogood’s work at Fieldmaster Group encompasses technical aspects of the online profile. She specialises in helping family offices, HNWIs and major corporations to navigate the challenges that are presented by the digital age.

As part of Fieldmaster Group, she provides guidance to assist with online reputation management, social media strategy and digital footprint analysis. She works directly with clients and their trusted advisors, including PR representatives, lawyers, security experts and publicists, to help deliver a multifaceted reputation and communications strategy for the digital age.

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Authored work, media and speaking

Dr. Laura Toogood is currently working on her second book, which will be published by Bloomsbury. It provides insight and analysis about the key privacy and security issues that we face in the information age.

Laura has a PhD in Social Informatics (the study of interaction between society and information communication technologies) from University College Dublin.

She authored ‘Journalism and PR: News Media and Public Relations in the Digital Age‘ with John Lloyd and the book is available to purchase from I.B. Tauris, Waterstones and Amazon. The work was in conjunction with the Reuters Institute for the Study of Journalism at the University of Oxford. The book was launched in the UK in December 2014 and released in America at the end of January 2015.  The launch was held in London at a special event that was organised by the RSA and Reuters Institute. The book is now on the syllabus at many universities around the world.

Laura regularly appears on TV as an expert in social media and digital media matters. She has been involved with live TV broadcasts as well as documentaries, appearing on the BBC, ITV, London Live TV, Podium, Rogers TV (North America), CNBC and Al Jazeera English.

She has written for The Telegraph about Internet Safety and Privacy issues and also The Sunday Times.

In addition to media appearances, Laura is often invited to speak at events. Laura delivered an address at the House of Lords on the theme of ‘The Power of Data in the Digital Age’ where she touched on some of the key risks, She was the keynote speaker for the World Cafe at the Canadian Public Relations Society National Conference in Montreal. She has presented a seminar at Nuffield College, University of Oxford about the challenges private individuals face in regards to online reputation management and has given a lecture on this subject at the School of Electronic Engineering and Computer Science at Queen Mary, University of London.

Laura was also invited by the University of Cambridge to present a podcast on the matter and spoke at the Workshop on Internet Trust, Reputation, Identity and Privacy that formed part of the International Conference of Social Informatics in Lausanne. Laura was invited to Toronto to speak at The Empire Club of Canada to a live audience and the event was simultaneously aired on a North American TV network (watch below). She also regularly speaks to schools.

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The Sloaney