When facts fall flat
Most people don’t buy a car because of its torque curve; they buy it because it feels good to drive. Here, Richard Stone, founder of technical PR agency Stone Junction, explores why fact-based messaging isn’t enough in STEM sectors, and explains how brands can use strategy, tone and structure to build more effective communication.
The data might back up your car choice but it rarely sparks the decision. STEM communication works the same way — accuracy matters, but if the message doesn’t feel relevant or compelling, it won’t move anyone to act.
It’s easy to understand why many STEM companies default to logic-heavy messaging. When your daily work is built around precision and technical rigour, it makes sense to communicate with that same structure. Data feels safe. Facts are defensible. But in public relations, a purely rational approach rarely resonates. It may carry authority, but it often struggles to land.
John F. Kennedy told students at American University in 1963, five months before he was assassinated, “In the final analysis, our most basic common link is that we all inhabit this small planet. We all breathe the same air. We all cherish our children’s future. And we are all mortal.
explained Charles Duhigg in his book Supercommunicators: How to Unlock the Secret Language of Connection.
Duhigg is making the point that every point of communication depends upon a core emotional resonance, founded on a fundamental feeling. For instance, we buy certain brands because we know they are safe. If your factory or application uses mainly SIEMENS, you probably won’t lose your job if you buy SIEMENS products. You could buy VIPA products, which are compatible and, in my opinion, of good quality, but if they go wrong, it’s your fault. The emotion at play is fear.
STEM communications often lean heavily on logic, shaped by the mindset of those creating them. Engineers and technical specialists are trained to approach problems with discipline, and their messaging reflects that mindset, shaped by the need to be precise. Content can be detailed and accurate, but if it doesn’t show why the work matters, it’s easy for people to tune out.
This disconnect isn’t about the content itself, it’s about the absence of emotional storytelling strategy in supporting it. Afterall, people don’t absorb messages in isolation. They respond to them in context, and that response is shaped not just by facts, but by how the information feels. Even in B2B, even among experienced technical audiences, decisions are rarely driven by logic alone. Confidence often comes from how a message lands, not just from the detail it contains.
That doesn’t mean technical content needs to be diluted, it means precision should be paired with purpose. A clear message, when grounded in relevance can achieve more than a page of technical accuracy delivered without direction. Strong communications should still reflect your expertise, but they should also consider how that expertise is being received.
That purpose should be to position your customer’s emotions at the heart of their story, a story in which you appear as a helpful authority, guiding them towards a place of emotional fulfilment, achieved by buying from you.
Every human being wakes up each morning and sees the world through the lens of a protagonist. The world revolves around us, regardless of how altruistic, generous, and selfless a person we may be.
writes Donald Miller in his book Building a StoryBrand: Clarify Your Message So Customers Will Listen.
Miller is correct, but there’s often a reluctance to move away from strictly rational messaging. Some worry that anything more expressive could compromise credibility. But effective storytelling doesn’t mean sacrificing detail. It means making the meaning easier to access. It shows why complexity matters, rather than simply presenting it.
Picture a product announcement from an engineering firm. The copy outlines specifications, cites industry benchmarks and includes a cautious comment from a senior technical figure. Everything is correct. The phrasing is polished, yet the piece falls flat. That’s because it doesn’t hold attention or encourage action. It’s technically competent, but nothing about it stands out. This is the effect of being too rational; you check every box, but you leave no impression.
Start by redefining what you want the message to achieve. Instead of focusing on content alone, think about its impact. If you aim to inform, then focus on what shift in understanding needs to happen. If you aim to lead, then focus on how to build trust without simply asserting expertise.
Tone also matters here. Too often, STEM brands lean into the passive voice and formal phrasing because it mirrors academic or internal technical communication. It may feel natural internally, but externally it distances the reader. A sentence like “development of a solution for application in…” creates a barrier. Change that to “we developed a tool that helps…” and the message immediately becomes more approachable. The key detail is that it’s opened up, not simplified.
This shift is just as important in thought leadership. When technical experts speak only in terms of features or project milestones, their voices can blend into the background. But when they step back to talk about the broader significance of their work, they begin to lead the conversation.
Emotional relevance doesn’t need to dominate your strategy, but if it’s entirely absent, your message is likely to fade. Rational content earns a glance, whereas a message with relevance and clarity is more likely to hold attention and prompt action.
In technical industries, the instinct to prioritise logic is entirely reasonable. But logic alone rarely carries the message all the way. A better approach connects your expertise with intention — not just in what you say, but in how you expect it to be heard.
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