For Member of the Month, we asked Jacqueline Jubinville, a member of IABC Manitoba and Manager of Communications with the Aboriginal Peoples Television Network (APTN), a series of quick questions. Here are her answers: 

Q: What’s your name?

A: Jacqueline Jubinville


Q: What is your area(s) of expertise?

A: I believe I shine when I utilize my creativity, writing skills and ability to lead and connect with people. I work closely with management teams and the executive team here at APTN to shape the networks image and values, as well as find the appropriate methods to communicate these to the public/our viewers/the media. My responsibilities include identifying media opportunities and developing bilingual content to be disseminated through the proper distribution channels. I ensure the network’s messaging aligns with key business strategies. I also serve as the network’s media liaison. I believe I effectively inform and promote the network, its brand, its people, its mission and key programming.


Q: What advice would you give to someone who is just starting out in communications?

A: You need a strong vision and desire for personal growth to rock it out as a communicator. It takes a lot of self-motivation, constantly developing new ideas and keeping up with technology. A proficiency in analytics always helps, as does having positive energy and a positive attitude. No one wants to work with a stressed-out sourpuss. But nothing trumps believing in your organization and focusing on your job at hand. It makes such a difference when you genuinely love your organization and your career.


Q: What comms or marketing campaign are you the most proud of? Tell us a bit about it.

A: APTN Comedy Block –“Radio Drop”promotion

APTN comedy Tuesdays, featuring ‘The Candy Show’and  ‘Guilt Free Zone’- your prescription for funny, Tuesdays on APTN!

Rational:  Laughter is the best medicine! We mailed out prescription and medicine (jelly beans) to radio stations to pitch them the comedy block on APTN. It was a real hit. Radio stations loved it and really talked it up. Talk Show hosts (The Candy Show and Guilt Free Zone) also enjoyed promoting their show (across Canada) via live/pre-recorded ratio interviews.

It was a really fun campaign to work on and the team really got to be creative. As you know, at times communication tasks can be very a bit “corporaty” (Annual Reports/briefing notes/correspondence-responses to viewers/organizations/government etc.) so when we are given an opportunity to be creative we jump on it! We wanted to find something that everyone – Indigenous and non-indigenous could relate to so we ended up with the meds in a bottle – well jelly beans that is! And the bottle ended up looking so real.

Had the most fun with the copy:

  • ROFLOL Pharmacy: Rolling on the floor laughing out loud
  • Dr’s name: Dr. Mischief – for mischievous
  • Address of pharmacy – APTN Winnipeg headquarters
  • RX#: Year APTN launched
  • Name of patient: Split Tingut – splitting gut
  • Name of medication: Lotsalaughin – lots of laughing
  • Show not for children so had to include a warning on the label: Not recommended for children – Laughter is very addictive and may fill your life with bliss and joy. May contain sharp humour. Side effects may include: laughing out loud; snorting; and the occasional squeal.

The campaign included TV/Radio promotions/promos, editorials were also part of the mix, radio drop – pitches to radio stations and more.

Medication bottle:


Graphic element: Comedy Tuesday (TV, smile, spotlight)


Get your double dose of reckless, unashamed comedy!

The Candy Show has the cure for what ails you.

And join Derek Miller in Guilt Free Zone for some good medicine.

Fill your prescription for funny, Tuesdays on APTN!

Webpage link:


Dr. Mischief, MD



Phone: 888-278-8862

Patient Name: Split Tingut

Date: 01/12/15


Lotsalaughin 5 MG


2 daily in p.m.

Fill your prescription for funny!

For your weekly sweet dose of guilt free, edgy, shameless, provocative, rip-roaring comedy, interviews and musical performances, take 2 capsules every Tuesday night.

For best results take first dose starting at 9 pm.

Refills: Every Tuesday                    Dr. Mischief

Physician signature


Funny story, I brought the medicine bottle and prescription to a management meeting – placed in on the table in front of me. My goal was to share with the whole organisation the campaign. Individuals from different departments of the network were present. One came up to me before the meeting started and asked me if I was ok. She thought it was real medicine! That’s how real it looked.


Q: What quality do you admire the most in other comms people?

A: The importance of communicating well! Those who have earned a reputation as excellent communicators share several common traits – active listener, open-minded – open to change, positive outlook, etc.. I admire communicators that make sure that all participants in a conversation feel  equally heard and a lot – check out web media (blogs, podcasts, forums), acquire training or networking opportunities via organisations such as IABC, talk to fellow communicators/ a lot – check out web media (blogs, podcasts, forums), acquire training or networking opportunities via organisations such as IABC, talk to fellow communicators/colleagues.


Q: What’s your worst comms nightmare and has it ever come true?

A: I don’t have one. I would rather focus my energy on the positive and if something negative comes my way – face it and deal with it!


Q: If you could have 1, single-use mulligan (a do-over) for anything in your comms career what would you redo and make it better?

A: I wouldn’t redo a thing! I’ve learned valuable lessons from the great and the not so great experiences.


Q: What qualities do you think are essential to be a successful communicator?

A: Think about the possibility rather than the impossibilities.  Don’t reject or diminish an idea before it has been articulated and explored. Great communicators listen for opportunities, find them, and pursue them.  Great communicators listen more than they speak. When they do speak, they ask questions to draw out the knowledge and opinions of their peers. When you allow yourself to listen, you often hear what is not being said, and it shows your team members that their opinions matter and they are valued. Care about what others think.


Q: Which direction do you see communications heading towards in the near future?

A: I feel the future of communications lies in personalization. Digitization has made research and selection so much easier for the consumer when it comes to entertainment.  From the communicator’s perspective, the trend has also unlocked an unprecedented degree of insight into what people really want to consume. The future of the industry lies in creating personal, relevant connections and messages that clearly convey the value of a brand, organization, or form of entertainment.


Q: If you could pick 3 comms people from around Manitoba to be on your comm dream team, who would they be? Why?

A: Gosh I have my dream team! I’m extremely fortunate to work with some amazing communicators here at APTN and as fortunate to have worked with some incredibly talented communicators in past positions: Jackie, Susan, Karen, Lindsay, Boni and the list goes on.


Q: If you weren’t communications, what would you be doing?

A: Oh gosh – dancing a mean jig! Something to do with the dance or entertainment industry or perhaps an event planner


Q: What do you value the most while at work as a communicator?

A: Spellcheck, Grammarly and Antidote. But seriously…

This profession forces you to continuously learn, grow, and stay ahead of the trends. The landscape is ever-changing and it’s fun to explore and create. I also love that I get to help people tell their stories…everyone has a message they want heard and I have the opportunity to make sure the right people hear it!


Q: How do you keep up with changing trends and technology?

A: Each project brings new challenges. This is yet another aspect of my career that makes it so appealing!

I google a lot – check out web media (blogs, podcasts, forums), acquire training or networking opportunities via organisations such as IABC, talk to fellow communicators/colleagues.


Q: Which PR/Comms-related book would you recommend?

A: The Canadian Press Style book and The Canadian Press Caps and Spelling (I honestly don’t have time to read unless I’m on holidays).