Introduction

Crisp. Spot on. Unsparing. — EU Ambassador

In a world where communication defines influence, Laura Shields has become a trusted guide for some of the most powerful leaders in Europe and beyond. As the founder of Red Thread, Laura provides hands-on, concrete, and constructive media, public speaking, and message training for Prime Ministers, CEOs, EU Commissioners, and senior executives. Her work is designed to uncover the “red thread” in every leader’s message — the core narrative that connects ideas, inspires action, and resonates with audiences. Laura’s approach is informed by her years as a journalist, where clarity, speed, and precision were not just valuable skills but essential survival tools. Today, her expertise ensures that leaders don’t just speak—they communicate with authority, confidence, and impact.

Early Career and Journalism Background

Laura Shields’ journey began in the newsroom, where the stakes were high and every second counted. A Cambridge University graduate in 2000, she began her career at CNN and CNBC in London, covering European business news and US politics. It was in these formative years that Laura honed her ability to distill complex information into clear, engaging narratives. She learned not just how to report, but how to tell a story that captivates, informs, and influences audiences under pressure. Her early career taught her the importance of preparation, precision, and authenticity—principles she continues to embed in her coaching today. These experiences laid the foundation for what would become a unique approach to media and communications training: one that is hands-on, concrete, and results-driven.

BBC and Reporting Experience

In 2004, Laura joined the BBC, where she served as an Economics and Business Analyst and later as a producer for flagship programs such as Radio 4’s World at One and PM. Here, she covered stories that spanned Europe’s financial landscape, economic policy, and global political developments. Simultaneously, she reported for Reuters TV, covering all major EU Summits, giving her first-hand insight into the high-stakes world of international diplomacy and governance. These experiences exposed her to the pressures faced by world leaders, shaping her understanding of how effective communication can influence decision-making, public perception, and policy outcomes. It was this understanding that inspired Laura to create Red Thread, a consultancy dedicated to guiding leaders to communicate with confidence and clarity.

Founding Red Thread and Philosophy

Red Thread was born from Laura’s vision of helping leaders identify their central message and deliver it with impact. “Finding the red thread means identifying the narrative that ties all your points together,” Laura explains. Her approach is practical, grounded in real-world experience, and tailored to each client. Through Red Thread, she has trained an impressive roster of clients including European Commissioners, EU and US Ambassadors, government ministers, Members of the European Parliament (MEPs), Fortune 500 and FTSE 100 executives, NGOs, think tanks, and philanthropic organizations. Laura’s philosophy is simple: clarity, authenticity, and preparation are the keys to communication that inspires, persuades, and leads.

Techniques, Training, and Impact

Laura’s coaching blends insider knowledge from her journalism career with modern communication strategies. She helps leaders navigate media interviews, prepare for public speaking engagements, and craft messages that resonate with diverse audiences. Her sessions are highly practical: from refining messaging and mastering body language to managing high-pressure interviews, Laura ensures that her clients are ready for any scenario. Her hands-on, constructive approach has not only improved the confidence of leaders but has also enhanced the impact of their organizations. Across Europe and the Middle East, Laura’s clients report measurable improvements in how their messages are received, their public image, and their overall leadership influence.

Legacy and Conclusion

Based in Brussels, Laura Shields has become a sought-after coach whose work transcends borders, sectors, and languages. For her, communication is not just about speaking; it is about connecting ideas, inspiring action, and creating influence. With Red Thread, she empowers leaders to articulate their vision, strengthen their public presence, and leave a lasting impression. Her work is a testament to the power of clear, thoughtful, and purposeful communication—skills that are indispensable in today’s complex, fast-paced world. Laura Shields continues to set the standard for media and leadership training, helping leaders across governments, corporations, and organizations make their voices heard and their impact felt.

“Finding the red thread in your message is not just about what you say—it’s about making every word count and connecting your audience to your vision.” — Laura Shields