Dr Laura Toogood

Fieldmaster Group

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Spear’s contributor Dr Laura Toogood holds a PhD in social informatics and is co-author of the book Journalism and PR: News Media and Public Relations in the Digital Age. In 2016 she founded Fieldmaster Group, which helps individuals, family offices and luxury brands with their online profiles and other digital issues. ‘If you don’t manage your reputation then somebody else – or a search engine like Google – will do it for you,’ she says. Her work has helped celebrities caught up in image-hacking scandals. ‘We track where these images are reproduced and we may use our technology to displace them from Google, or we may work with a law firm.’