Dr. Laura Toogood

Founder of Fieldmaster Group; The Sloaney and Sloaney Season

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Latest News: 

  • Dr. Laura Toogood, Spear's 500, Fieldmaster GroupDr. 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 her start-up, Fieldmaster Group” Read more here.



Dr. Laura Toogood is a digital communications professional, media commentator and author with broad academic and industry experience about social technology and online media. She is the founder of Fieldmaster Group and has advised many high profile clients during the last 10 years. Her professional experience 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. She regularly appears on TV and radio as an expert commentator. Her other business interests include Sloaney Season and The Sloaney. John Lloyd and Laura Toogood's upcoming publication Journalism and PR: News Media and Public Relations in the Digital Age

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.

Authored work, media and speaking

Dr. Laura Toogood is currently working on her second book, which will be published by I.B Tauris in 2017. 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.

Laura ToogoodShe 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’s TV work includes appearing on ITV’s This Morning television show as an Internet Safety Expert where she has discussed ‘Revenge Porn’ following a House of Lords committee rejecting calls to make this a new criminal offence. She has also given expert opinion on the growing problem of cyber bullying for the same television show and discussed other topical issues relating to cyber attacks. Laura has appeared on BBC One News, London Live Television, Podium, Rogers TV (North America), the Jeremy Vine show on BBC Radio 2 and BBC Wales several times. She writes for The Telegraph about Internet Safety and Privacy issues concerning children. Laura has also filmed for CNBC and written for The Sunday Times about higher education.

Laura Toogood ITV This Morning 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 was 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.

Sloaney Season

Dr. Laura Toogood is the co-founder of Sloaney Season, which is the ultimate independent guide to prestigious events around the globe. It was launched in 2017 as an essential modern portal that offers a complete guide to the major sporting, art, music and other social occasions that form part of a prestigious calendar. It includes fashion advice, expert comment, travel recommendations, historical facts and vital information to ensure that you are fully-prepared for every outing during The Season.

Follow Sloaney Season on Twitter at @SloaneySeason and Instagram at @SloaneySeason.

The Sloaney

She founded The Sloaney in 2011 and Sloaney Suites. The Sloaney is a luxury lifestyle publication with thousands of monthly readers. It has a British focus and a global reach. Sloaney Suites is an extension of the travel pages of The Sloaney and provides a portfolio of top holiday destinations.

Follow The Sloaney on Twitter at @TheSloaney and Instagram at @TheSloaney.

Awards News: 

Dr. Laura Toogood is shortlisted for the GDST Alumna of the Year Award 2016. Dr. Laura Toogood wins ‘Future Leader in Wealth Management’ at the Spear’s Magazine Awards as well as the Women of the Future Award for Digital and Technology and is also listed in Management Today’s 35 Under 35, as reported in The Telegraph: Are these the top 35 business women in Britain today?


Watch Dr. Laura Toogood in conversation with Mr. John Cruickshank at the Empire Club of Canada on Roger TV (North America):