Excitement from Publikom 2025

A clear thread running through the lectures on the first day was the importance of preparation and communication in times of unrest. Below we have summarised some of the lectures on the subject.

FRA – Global situation and communication for total defence

The Swedish Defence Intelligence Agency (FRA) highlighted the central role of communication in Sweden's defence. In an increasingly uncertain world where cyber threats and disinformation are on the rise, communicators are one of the most important pieces of the puzzle to protect society. One of the major insights was that crisis preparedness is not just about having plans on paper, but about regular exercises – both technical and organisational.

MPF – Psychological defence and the key role of the communicator

The Swedish Psychological Defence Agency (MPF) stressed the importance of source criticism and being able to quickly identify disinformation. Communicators have a key role in conveying accurate and credible information, especially in times of crisis when misinformation can spread quickly and cause great harm.

Read more about how we think about crisis here. External link.

The topic of accessibility is also gaining ground. A clear and inspiring example came from our customer Karlskoga municipality, which presented its journey towards increased digital accessibility.

Karlskoga municipality – From supervision to accessibility

When Karlskoga municipality was audited by the Swedish Agency for Digital Government (DIGG), several deficiencies in digital accessibility were discovered – especially inaccessible PDF documents. To meet the legal requirements, the municipality decided to remove all PDFs and build new, sustainable procedures from scratch. How did they overcome the challenges and what lessons can others learn from their journey? Karlskoga Municipality's Head of Communications shared his experiences and insights from the journey and plans for the future. A shining example of how digitalisation can make society more inclusive.

Read more about their journey towards increased accessibility here. External link.

Our colleagues Elin Lindkvist and Mikael Sandberg spoke about how the public sector can meet today's challenges with the help of AI and digitalisation. Society is changing, and it is becoming increasingly difficult to retain and recruit skills. At the same time, organisations need to do more with fewer resources. AI can be a solution to these challenges – but with an emphasis on the need for the technology to serve a clear purpose and create real impact.

There was a lot of discussion around the invaluable help that AI has become for the employee. According to recent studies, an individual employee can save an average of 30 minutes a day with AI support – and we think that's amazing!

But how is AI used in practice today? Here are some common ways communicators and web editors are using it:

Text and content

• Creating draft articles, press releases and blog posts
• Generating headline suggestions for different audiences
• Quickly translating content while maintaining tone of voice
• Adapt messages to different channels, such as the web, intranet and social media

Image and visual communication

• Automatically edit images, e.g. remove backgrounds, enhance colours
• Visualise ideas before they go into production
• Test different visual styles quickly

Social media and campaigns

• Automatically create hashtags, call-to-actions and meta descriptions
• A/B test content ideas before publishing

AI as a sounding board

• Analyse data and identify patterns
• Gain new perspectives and ideas
• Discuss different approaches to formulating messages
• Evaluate content and identify any gaps

We let the following quotes summarise the days discussions around AI.