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Strategic communications for industry associations and expert organisations

Does your message feel a bit scattered sometimes?

Get greater impact from the resources you already have.

In two weeks we help you analyse where you stand, bring your communications together around a clearer direction and prioritise what will make the biggest difference over the next 90 days.

Strategic action plan – SEK 45,000 excl. VAT

Two weeks. Fixed price.

Order the action plan See what’s included

Our clients

  • Legitimerade Kiropraktorers Riksorganisation
  • Sveriges Naprapater
  • Northern
  • Almi
  • Björn Lundén

Read more about our client work

Our clients have appeared in

Aftonbladet Expressen Göteborgs-Posten Sydsvenskan Altinget Dagens Samhälle

§ 01 When everything needs doing at once

Communications has to do more. The team has not grown.

Many industry associations and expert organisations have small secretariats and big remits. At the same time, communications has to work across more and more channels.

The problem is rarely a lack of knowledge. More often, what is missing is a shared direction and the time to put it into practice.

Fig. 1

  1. 01 / The work is scattered

    Different messages, activities and channels pull in different directions.

  2. 02 / A shared direction

    Audiences, issues and priorities are coordinated.

  3. 03 / Resources reinforce each other

    The same knowledge is used coherently across several channels, with clearer responsibilities and less duplicated work.

The work is scattered: Media, AI search, Web, Customers and members and Decision makers, with a PR agency, AI tools, a web agency, a content agency and a research institute each working separately. Your direction: the same tracks and the same suppliers around the same point.

§ 02 Strategic action plan

Get greater impact. With the resources you already have.

In two weeks we analyse your communications, your wider environment and the opportunities to use AI to work more efficiently.

Together we develop a shared direction and a concrete plan for the next 90 days.

You should be able to put it into practice yourselves, with the resources you already have.

What’s included

  1. 01 / Understand where you stand

    We review your communications, your wider environment, your media coverage and how you appear in search and AI services.

    If you already have a strategy or previous analyses, we build on them rather than starting over.

  2. 02 / Set the direction

    We identify which audiences and issues you need to prioritise, which messages should hold your communications together and what you can stop spending time on.

  3. 03 / Plan 90 days

    You get two to three priority areas with concrete activities, owners, a timeline and suggestions for follow-up.

  4. 04 / Strengthen with AI

    We show how AI can take on research, analysis and content work without losing your own voice.

    You get practical guidance and a reusable workflow to start using.

Fig. 2 · Illustrative example

Spread from a 90-day plan

Illustrative example of how the action plan is laid out. Not a client case.

Strategic action planSkills supply

Priority areas

Direction

Make the association’s knowledge of skills supply useful in public debate and in members’ day-to-day work.

Timeline

Area Days 1–30Days 31–60Days 61–90
01 Knowledge and messageDays 1–14
02 Media impactDays 15–45
03 Accessible knowledgeDays 30–90

Follow-up

  1. Day 14The message platform is approved before media work begins.
  2. Day 45Response and lessons from the media work are reviewed.
  3. Day 90Progress is compared with the baseline and the next period is planned.

AI workflow

Starting from the evidence, AI drafts questions and answers, content outlines and communication material. A subject expert reviews facts, sources and wording before anything is used.

6
Priority areasDays 1–90

Work by area

Goal

The association’s material on skills supply is used in a coordinated way in press work, on the website and in member communications.

The areas

  1. Area 01 Gather knowledge and message Days 1–14

    Owner
    Head of communications and subject expert
    Activities
    Compile existing evidence, formulate the key message and identify spokespeople.
    Follow-up
    An approved message platform and clearly appointed owners.

  2. Area 02 Increase impact in relevant media Days 15–45

    Owner
    Head of communications and spokesperson
    Activities
    Prepare an opinion piece, identify relevant newsrooms and work with targeted contacts.
    Follow-up
    Activities carried out, editorial response and any coverage. Coverage cannot be guaranteed.

  3. Area 03 Make the knowledge more accessible Days 30–90

    Owner
    Web and communications lead
    Activities
    Publish evidence-based answers to common questions, reuse the material in member communications and track visibility in search and AI answers.
    Follow-up
    Published content, discoverability and progress from a documented baseline.
7

SEK 45,000 excl. VAT

Two weeks. Two workshops. An action plan you can carry out yourselves.

Order the action plan How it works

§ 03

Media coverage

When communications becomes more coherent, the positioning clear and the message focused, the opportunities for earned visibility grow, in AI search as well as traditional media. Our clients establish their spokespeople as experts and strengthen their visibility, their impact and their ability to influence decisions.

Clipping from Dagens Nyheter, Ekonomi, published 18 December 2023: the headline “Ett under att det inte sker fler olyckor” (“It’s a wonder there aren’t more accidents”).
Fig. 3a, Dagens Nyheter. Ansvar & Säkerhet Source: Dagens Nyheter, Ekonomi, published 18 December 2023. Photo: Fredrik Funck. Heartspace: strategy, pitch
Clipping from Dagens Medicin, Debatt, 1 September 2025: the headline “Låt kiropraktik och naprapati avlasta i primärvården” (“Let chiropractic and naprapathy relieve primary care”).
Fig. 3b, Dagens Medicin. LKR and SNF, op-ed together with Företagarna Source: Dagens Medicin, Debatt, 1 September 2025.
Screenshot of DN Debatt, published 25 April 2023: the headline “Stryp pengarna till gängen genom att kapa svartjobben” (“Choke off the gangs’ money by cutting undeclared work”).
Fig. 3c, Dagens Nyheter. Ansvar Säkerhet, op-ed Source: DN Debatt, 25 April 2023.
Clipping from Svenska Dagbladet, Debatt: the headline “Miljardkupper med moms kan stoppas” (“Billion-krona VAT frauds can be stopped”).
Fig. 3d, Svenska Dagbladet. Björn Lundén, report published in SvD Source: Svenska Dagbladet, Debatt. Photo: press image. Heartspace: strategy, report, pitch
Screenshot of Dagens industri, Debatt, published 3 February 2022: the headline “Debatt: Dumpa inte byggbranschens sociala kostnader på samhället” (“Don’t dump the construction industry’s social costs on society”).
Fig. 3e, Dagens industri. Ansvar Säkerhet, op-ed by the board Source: Dagens industri, Debatt, 3 February 2022.
Spread from Dagens industri, Monday 8 March 2021: the headline “Almi: ’Det här är en trögrörlig materia’” (“Almi: ‘This is a slow-moving matter’”).
Fig. 3f, Dagens industri. Almi, survey of gender-balanced boards Source: Dagens industri, Nyheter, 8 March 2021.
Screenshot of Göteborgs-Posten, Debatt: the headline “Ta till vara på ungas energi och lös kompetensbristen” (“Harness young people’s energy and solve the skills shortage”).
Fig. 3g, Göteborgs-Posten. Björn Lundén, op-ed Source: Göteborgs-Posten, Debatt, 15 August 2023. Text, pitch and strategy
Page from Folkbladet, Friday 29 July 2022: the headline “Amerikanska investeringar kan gynna Östergötland” (“American investment can benefit Östergötland”).
Fig. 3h, Folkbladet. AmCham Sweden, survey on American investment Source: Folkbladet, Nyheter, 29 July 2022.
Page from Nerikes Allehanda, Debatt, Monday 5 December 2022: the headline “Alle man på däck” (“All hands on deck”).
Fig. 3i, Nerikes Allehanda. AmCham Sweden, op-ed Source: Nerikes Allehanda, Debatt, 5 December 2022.
Screenshot of Elektrikern, now part of Arbetet (the masthead shows Arbetet), Nyheter, 31 August 2023: the headline “Ansvar Säkerhet avslöjar fusk bakom företagens låga priser” (“Ansvar Säkerhet exposes cheating behind companies’ low prices”).
Fig. 3j, Elektrikern, now part of Arbetet. Ansvar Säkerhet, interview with CEO Jessica Löfström Source: Elektrikern, now part of Arbetet, Nyheter, 31 August 2023.

§ 04 AI visibility

We increased our AI visibility almost sixfold.

Share of AI answers that mention Heartspace, across the same 22 questions.

Fig. 4. The same 22 questions. Two months.

AI visibility for Heartspace: share of AI answers that mention Heartspace, in per cent. The scale starts at zero.
PeriodAI visibility
August 2.25%
October 13.30%

Source: Nimt, 1–19 August compared with 1–19 October 2026. The set of models changed during the period.

1,126 citations

Fig. 5. heartspace.ai became the most cited domain in our measurement.

Source: Nimt, all 30 questions, 1–19 October 2026.

§ 05 What our clients say

Case · Ongoing collaboration

Mäklarsamfundet

Mäklarsamfundet is already an established voice in housing policy and public debate. Together, we are exploring how the organisation’s knowledge can also reach people when they choose an estate agent, compare fees or buy and sell a home.

The work is based on 30 common consumer questions. We examine the organisation’s visibility across search and AI services, review answers and sources, and compare these findings with its own data. At the same time, we are developing a repeatable measurement method that Mäklarsamfundet can use independently. The work is ongoing, and the effects of any subsequent content improvements have not yet been evaluated.

Source: Ongoing assignment for Mäklarsamfundet. Read more about the approach in our guide to member value (in Swedish).

Portrait of Ulrika Lundin Ulrika Lundin Chair, Legitimerade Kiropraktorers Riksorganisation (LKR)

We needed to go from realizing something had to change to becoming a strong voice in the healthcare policy debate. Heartspace helped us build the entire chain: policy report, message framework, contact with decision makers and moderation of a panel with members of parliament and researchers. They understand how to package messages so they land and make a difference.

Portrait of Lars Mårdbrant

At Almi, we are very satisfied with our collaboration. We receive great support with broad experience and deep knowledge. We also get excellent media coverage.

Lars Mårdbrant Communications Director, Almi
Portrait of Jörgen Höglund

Heartspace has helped us find our way of conducting advocacy work in a responsive and trust-inspiring way.

Jörgen Höglund Head of Sustainability, Björn Lundén AB

§ 06 How it works

Two weeks from analysis to action.

We do the groundwork and help you make the decisions. You contribute your knowledge of your organisation and help prioritise what will be done.

  1. Before the start

    Share what you already know

    You

    You answer a few questions and share existing strategies, plans and other relevant material.

    Heartspace

    We go through the material so the work can start at the right level.

  2. Week 1

    Understand where you stand and find the opportunities

    You and Heartspace

    Workshop 1 – 90 minutes

    We go through where you stand, your goals and where your communications need to become more coherent.

    Heartspace

    Heartspace then analyses your wider environment, your media coverage, your search and AI visibility and selected ways of working.

    You receive

    Fig. 6a · Illustrative example Analysis of the current situation
    Wider environment
    Skills supply is an important issue for the industry.
    Media coverage
    The association’s existing material is not used systematically in press and public affairs work.
    Search and AI
    The knowledge needs to be easier to access and find.
    Ways of working
    Web, member communications and press work are partly planned separately.
    Opportunities
    01Gather the knowledge around one priority issue02Use the material in press and public affairs work03Make the knowledge findable for members, media and AI services

  3. Week 2

    Set the direction and make the plan concrete

    You and Heartspace

    Workshop 2 – 90 minutes

    We work through the analysis and choose the two to three areas to prioritise.

    Decision

    Heartspace

    We clarify responsibilities, decisions and how AI can take on part of the work.

    You receive

    Fig. 6b · Illustrative example Strategic direction
    Priority issue
    Skills supply
    Audiences
    Decision-makersMember companiesRelevant media
    Shared direction
    Make the association’s knowledge useful in public debate and in members’ day-to-day work.
    Key message
    A concrete, evidence-based message built on the association’s existing material.
    Stop spending time on
    Activities planned separately, with no link to the priority issue.

  4. Final delivery

    Your plan for the next 90 days

    You and Heartspace

    We go through the plan together and show how you can get started with the proposed AI workflow.

    You receive

    You receive a complete basis for decisions with analysis, recommendations, concrete activities, responsibilities and follow-up.

    Fig. 6c · Illustrative example 90-day plan
    Day 1–3031–6061–90
    01 Knowledge and messageDays 1–14
    02 Media impactDays 15–45
    03 Accessible knowledgeDays 30–90

    Owner, activities and follow-up for each area

    Fig. 6d · Illustrative example AI workflow
    1. 1Existing evidenceYou
    2. 2Draft questions and answersAI
    3. 3Outlines and communication materialAI
    4. 4Your expert reviews facts, sources and wordingYou

Your time commitment: Two 90-minute workshops, a short starting brief and time for feedback. Order the action plan

§ 07 People and technology

Technology can make us more efficient. But human judgement and taste cannot be fully replaced by AI.

AI can help you search, analyse, structure and produce. But it still takes knowledge and judgement to decide what is relevant, accurate and worth communicating.

Technology should free up time and strengthen your capabilities, not replace your knowledge or the way you express yourselves. We help you use AI in the right way, to get more out of what you do without losing what is genuine in your communications.

The people who bring it all together

§ 08

Questions and answers

What do we get when the work is done?

An analysis of where you stand, a shared strategic direction and a concrete 90-day plan with two to three priority areas, activities, responsibilities and follow-up. You also get practical guidance on how AI can take on part of your communications work.

We already have a communications strategy. Do we really need a new one?

Not necessarily. We build on what you have already done and help you update the strategy, prioritise and put it into action.

How much time do we need to put in ourselves?

You take part in two 90-minute workshops, share relevant existing material and give feedback on the recommendations. We are responsible for the analysis and for putting it all together.

Do we have to hire Heartspace to carry out the plan?

No. The plan should work with your existing resources. If we identify a need for external expertise, we help you compare the options, but you decide for yourselves how the work is carried out.

Do you build AI tools for us?

The package includes practical guidance and help getting started with a defined, reusable AI workflow. Development of larger custom systems is not included.

What is not included?
  • Large member surveys or primary research.
  • A complete brand platform.
  • Extensive mapping of organisational processes.
  • Building advanced or client-specific AI systems.
  • A new website or technical implementation.
  • Ongoing PR and media relations.
  • Film production, graphic production or larger content packages.
  • Ongoing communications support after delivery.

Needs like these can be identified in the analysis and weighed against the alternatives, but they are not promised in the package.

What does it cost?

SEK 45,000 excluding VAT. A fixed price for a defined two-week assignment.

When can we start?

You state your preferred start when you order. We confirm the timeline and make sure the material needed is in place before the work begins.

When is Heartspace the best fit?

Heartspace is best suited to industry associations and expert organisations whose expertise and ambition exceed their in-house communications capacity, particularly when several areas of communication need to work together. We work best when there is a clear goal, someone responsible internally and scope to build on a first, well-defined project.

What is Heartspace?

Heartspace is an external communications function for industry associations and expert organisations. We bring PR, public affairs, web and content together in one coordinated effort. Our own AI technology increases our capacity for research, analysis and production, while senior experts are responsible for strategy, advice and quality.

§ 09

Order your strategic action plan.

In two weeks we help you find a clearer direction and develop a concrete plan for the next 90 days.

SEK 45,000 excl. VAT

Two workshops. Fixed price. No ongoing commitment.

Book an introductory call

Organisation and contact person
What you would like help with
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e.g. week 48

Invoicing details
Order terms and confirmation
  • The order is binding on submission.
  • The invoice is sent three days after the first workshop.
  • Payment terms are 30 days.
  • If the assignment is cancelled before invoicing, SEK 10,000 excl. VAT is charged.
  • After that, the full agreed price applies.
  • No right of withdrawal, under the product’s specific terms.

SEK 45,000 excl. VAT

We confirm the order, start date and payment terms by email.

Ask a question

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§ 10

Which issue needs more momentum?

  1. Strategic action plan – SEK 45,000 excl. VAT

    Order the action plan
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