Strategia digitală a furnizorilor publici de servicii media reflectată prin concepte-cheie de claritate, coerență și colaborare [Articol]

Abstract

This article examines the strategic transformation of public service media (PSM) organizations through the interlinked concepts of clarity, coherence, and collaboration. Drawing on four real-life consultancy projects carried out by the author in collaboration with the Transformation Services, specifically at NPO (Netherlands), LSM (Latvia), RTVSLO (Slovenia), and Suspilne (Ukraine), the paper offers a comparative reflection on how digital strategies are designed and implemented in different national contexts.Methodologically grounded in peer reviews, strategic sprints, and workshops, the article explores how tools such as the North Star framework, outcome-based strategy, and distributed leadership foster meaningful organizational change. Each case study illustrates the role of public service values in shaping strategic priorities and enabling interdisciplinary cooperation across content, technology, and human resources functions.The findings reveal that successful digital transformation in PSM depends not only on adopting new technologies but also on redefining collaboration models and articulating measurable public impact. This article argues that a sustainable digital strategy must be locally grounded, yet informed by shared public service principles, and supported by an enabling ecosystem for adaptive leadership and collective ownership.