Karen Donders is Director of Public Value, Talent and Organization at VRT, the public broadcaster in Flanders. Before joining VRT in 2021, Karen was a Professor of Communication Sciences and Head of the Media Unit at imec-SMIT at Vrije Universiteit Brussel (VUB), where she had previously worked as a junior and senior researcher. She completed her PhD on European State aid law and public service broadcasting in 2010. Among many other contributions to the field of PSM as well as media and communication policy research, she has published two influential monographs on public broadcasting in an European perspective: Public Service Media in Europe. Law, Theory and Practice (Routledge, 2021) and Public Service Media and Policy in Europe (Palgrave Macmillan, 2012).
Could you tell us about the current issues and challenges you are dealing with as Director of Public Value, Talent and Organization at VRT?
As Director of Public Value I mainly deal with political relations, regulatory oversight, legal issues and domains such as culture, diversity, music, education, media literacy, science, language policies, etc. Also big content projects that are highly distinctive in terms of public value are being coordinated from within my department. The main challenges here are maintaining transparant relationships with policy makers, explaining to them what is changing and has changed in our sector, convincing them of our future plans, and being accountable for the choices we make. In my capacity as Director of Talent and Organization my team and I oversee everything that has to do with our talent, our people. They are key to transforming our organization into a genuine public service media company. Attracting the right talents, re-skilling our labour force, strengthening change oriented leadership, investing in wellbeing as well as adapting our organization structure to contemporary media behavior are the main challenges for us the coming years.
You moved from academia to organizational practice. Is there anything you miss from academia?
The students. And of course my colleagues. I miss teaching students, pushing them to think critically for themselves, and being challenged by their views. I also miss my colleagues, at the Vrije Universiteit Brussel, but also the international media policy and public service media communities. Conferences have always felt like meeting with your academic family. I sometimes give keynotes at academic conferences. We meet again and it always feels like coming home.
As a researcher, you have been looking into how public service broadcasting transforms into public service media, or, given the many challenges and uncertainties regarding its role in society, may even be under threat to become a “public service anything”. In how far do you experience this challenge at VRT?
I have never felt more support for public service media. That might come as a surprise, but in today’s world with the geopolitical tensions rising, the spread of propaganda and fake news, the power of big tech and the threat they pose to home grown creativity and local stories being told, the societal and political support for public service media is big. The money does not always follow, and that is difficult. But most people realize that public service media has become more relevant than ever. Living up to expectations requires a clear strategy, the courage to make the choices to deliver on that strategy, and money.
You have researched media policymaking and stakeholder interaction extensively and are now involved in the relevant processes at VRT. To what extent does your academic knowledge help you in this role?
My academic background has helped me a lot. I have always studied public service media in a European perspective. I have never solely focused on Flanders. You also look at things from a historical point of view. And next to that, you have a theoretical background that allows you to see the bigger picture. It is one of the things that really helps me in my current position, also to speak with authority. I think no other path could have prepared me better for my current job.
Are there any issues related to PSM that you think researchers should focus more on?
Internal change. Public service media are big organizations. Changing radically is not easy. It requires a level and speed of transformation that is difficult for public organizations. I think the issue of organizational change within public broadcasters is a really interesting field to study which deserves more attention. Another issue that does get academic attention but usually in countries in the East or South of Europe is independence. Usually editorial independence, but there is also independence from a governance and operational management perspective. I think more attention could go to that. I would at least invite scientists to look into it!