In this exclusive CanadianSME Small Business Magazine interview, Tieja MacLaughlin, Founder of TIEJA Inc. Communications, shares how a no‑nonsense, real‑world approach to crisis PR helps clients navigate social media fallout, legal issues, and intense public scrutiny without resorting to “cover‑ups” or quick fixes. Drawing on her media background, lived experience, and work with individuals, executives, and brands facing high‑stakes reputational threats, she explains why modern damage control is really about emotional regulation, truthful storytelling, and proactive digital reputation building—so people can move from chaos and shame to clarity, accountability, and long‑term trust.
Tieja MacLaughlin is the Founder of TIEJA Inc. Communications, a sought-after public relations and crisis management firm for individuals, executives, and brands who are experiencing reputation damage including social media fallout, legal issues, and other sensitive matters that may attract media attention or public scrutiny. Tieja offers a no nonsense real-world approach to traditional crisis communications, and is frequently relied upon as a strategic asset in high-stakes scenarios. Tieja’s background in media and communications, combined with her personal lived experience, has bolstered her natural ability to seamlessly navigate chaos and turn reputational disasters into redemption arcs.
You specialize in crisis PR for clients facing social media fallout, legal issues, and intense public scrutiny. How do you define crisis communications today, and what are some of the biggest misconceptions people have about what “damage control” actually involves?
Modern crisis communications requires a broad range of skills: strategic thinking, technical expertise, interpersonal aptitude, and comprehension of an always-evolving communications landscape. While the principles of crisis communications generally remain consistent over time, our communication tools and mediums are constantly advancing. Today, crisis communicators need to have an understanding of the online ecosystem, in addition to traditional media and other channels. People often have a misconception that it’s our job to “cover up” problems but, to me, this is counterproductive. My objective is to resolve your issue at its core, and provide sustainable solutions that rebuild trust with your audience. I approach every client with empathy, and create a judgement-free space where they can learn, grow, and ultimately avoid future crises.
Many individuals and businesses feel blindsided when an online crisis erupts especially when it’s driven by social media pile-ons or misinformation. What immediate steps do you recommend people take in the first 24–48 hours of a reputational crisis to avoid making things worse?
Don’t engage, take a breath and, if you can, consult an expert. When I’m brought in to manage a crisis, the first thing I do is diagnose the 3F response the client is having. When we’re in crisis, our body naturally responds to the perceived threat. Our reactions are instinctive, and based on generations of evolutionary biology that’s been hard-wired into our DNA and fine-tuned to protect us from predators.
Our bodies respond to these modern-day scenarios with the same intensity they once did when our ancestors were being chased by sabre-toothed tigers. The response triggers a spike of cortisol (the stress hormone), and we are faced with three options: fight, flight, or freeze. This is known as the 3F response. The first step of crisis management is understanding your emotions, and understanding which response you’re having. This is essential to ensure you’re making strategic decisions from a sound place and with a balanced emotional perspective.
You’ve worked with everyone from corporations and unions to public figures, athletes, and marginalized women who’ve had their voices drowned out by online shaming. What have these experiences taught you about power, narrative, and the importance of helping people reclaim their story?
Taking control of the narrative is critical. These things can quickly take on a life of their own online, where rumors and misinformation spread quickly. When it comes to online engagement, constructive criticism is valid, but the goal of online shaming is to harm. It’s important that we don’t give individuals who engage in online shaming more power by validating them. Owning your experiences allows you to push back against negative narratives, and tell your story on your terms. If you’ve made a mistake, know that to err is human, and when you acknowledge your mistakes, no one can weaponize them against you. My biggest piece of advice is to tell your story before someone else does. As a crisis manager, there’s nothing more fulfilling than seeing someone regain their confidence and reclaim their voice after they’ve been completely demoralized.
With AI-generated content, deepfakes, and algorithm-driven amplification, how is technology changing the way reputations are built—and destroyed—online, and what practical strategies can professionals and small businesses use to proactively manage and protect their digital footprint?
AI is amplifying misinformation exponentially online. Bots have become much more sophisticated and can easily trigger an online attack resulting in viral social media posts, negative reviews, and media coverage. There are also serious concerns about deepfakes, which have evolved from being obvious to virtually indistinguishable in a very short period of time. Nefarious campaigns are much more targeted, persuasive, and untraceable. For small businesses and individuals, this can feel incredibly overwhelming.
The most effective thing you can do to protect yourself is to be proactive. Safeguard your online reputation by proactively sharing your story and building trust with your audience. Start by building a strong foundation of positive content on search engines and social media platforms. Secure your name domain and name handles, and share relevant messaging and content about you and your brand. The idea is to establish your channels as a definitive source of information, so that if an issue arises, people immediately turn to them for accurate facts.
Crisis work can be emotionally intense, especially when you’re dealing with high-stakes scenarios and very human consequences. How do you approach self-care and boundaries in your own practice, and what advice would you offer to leaders who are trying to stay grounded while navigating a public storm?
Experiencing a crisis has a profound emotional impact. For leaders navigating crises, it’s essential to prioritize your own well-being. Resilience and strength are not about pushing through alone – they are supported by having a trusted peer or an objective third party, such as a crisis manager, who you can speak openly and honestly with. When you’re able to identify which emotional response (3F response) you’re experiencing, you’re better able to match it with appropriate, tailored tools and strategies to stay grounded. Post-crisis self-care is something I have intentionally built into my routine and found to be beneficial. After prolonged stress, the body often experiences a crash when cortisol levels return to normal. During this time, it’s important to be gentle with yourself and engage in recovery rituals. Self-care looks different for everyone, but foundational elements of recovery include nutrition, rest, and movement that feels right for your body.
Disclaimer: The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
