Digital transformation begins with communication: Lecture by Dr. Kristijan Sedak at training program for managers and employees in the public and private sectors

At a professional training program intended for executive staff, middle management, and employees in the public and private sectors, Kristijan Sedak, PhD from the University Department of Communication Studies at the Catholic University of Croatia delivered a lecture titled Managing Resistance to Digitalization and Building an Organization’s Digital Communication Culture in Mostar on May 14 and 15.

At a time when digital transformation is often viewed exclusively through the lens of technology, the lecture focused on what is frequently overlooked in change processes - people, their habits, fears, communication, and resistance to change. By combining an academic approach, practical examples, and interactive work, participants had the opportunity to analyze how digitalization affects everyday relationships and organizational culture.

Special emphasis was placed on the emotional dimension of digital transformation, the issue of trust within organizations, and the role of managers in recognizing and directing resistance to change. Participants discussed how to build a communication culture that does not ignore resistance, but rather transforms it into a space for organizational growth and improvement.

The lecture concluded with a practical workshop titled Between Big Words and Small Habits, reflecting on what remains of digital transformation after projects and presentations end - in everyday habits, communication, and organizational practices.