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 product. 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. Read the rest of the article on the Stone Junction website

Selecting the appropriate core material is a crucial step in the manufacturing of micro coils. Different materials possess unique properties and are suitable for various applications. Therefore, it is essential to carefully choose the right material in order to achieve the desired results.

Achieving high-quality, reliable and detailed results with your LCD or DLP 3D printer resins on finely tuning your machine's settings. Every printer - even with the same model - can differ in its light source power and intensity, so optimised settings for one may not suit another. This guide demonstrates an easy and effective method to help you dial in the best settings for your specific printer and resin, reducing failures and improving print quality.

In the 1999 film The Matrix, the main character Neo is forced to choose between two pills: a red pill or a blue pill. In the (real) real world, the choice of colour in an organisation’s brand can shape its future, says Tom Fallows, mid-weight graphic designer at technical marketing agency Stone Junction. Taking the blue pill safely returned Neo to the comfort of the world he knew, while the red pill woke him up from the simulation, he lived in to face danger and adventure in the dystopian real world. Colour theory represents a fascinating intersection of psychology, culture, and business strategy. In technical marketing, colour plays a vital role in shaping how companies are perceived and how their messages are received. Strategic use of colours can convey complex messages, evoke emotions and influence consumer decisions. This is where branding and design skill comes to the fore. It’s not as simple as just choosing a colour associated with a particular characteristic. You must first establish the characteristics that your organisation truly embodies and then represent these through a series of design choices, including colour, as well as shape, font, medium and more. If you want help understanding why these seemingly binary decisions are far from being that simple, or just want help with updating your branding or assessing whether it truly represents your organisation, drop me a message at tom@stonejunction.co.uk or call +44 (0) 1785 225416.

Climate coverage floods the news but is often described as breathless and failing to broadcast the entire picture. Companies can contribute positively to the conversation, while still avoiding the dreaded news fatigue, so often associated with climate coverage, by changing the way they generate news, alongside the changes they apply to improve sustainability. “Articles about climate coverage are quite doom laden in the media and now it appears that journalists are trying to reset the balance,” said Charlie Rapple co-founder of science communication specialist Kudos. “We need to adjust how stories are conveyed to the media in order to bridge the gap and encourage journalists to report the stories.” As a result, many outlets are implementing new strategies to try to improve climate coverage whilst also making it more digestible, engaging readers further. The bottom-line is that climate coverage is changing, and businesses can take advantage of the data their own practice generates to engage with the discussion. There is no need to try and win the marathon, taking part is the right thing to do for the environment and enough to provide journalists with the kinds of stories their changing newsrooms demand.

In the rush to create new material, many marketing teams overlook the brilliant blog, detailed case study, or insightful white paper they’ve already crafted. In technical sectors, it might be a spec sheet, an implementation guide, or an industry explainer -often used once, then forgotten. Creating high-quality content in engineering, manufacturing, and tech takes time, technical input, team alignment, and precision. So why let valuable work vanish after one post? Most of your old content still holds value. What’s missing isn’t new ideas, it’s a new mindset. Repurposing isn’t lazy. It’s strategic. It’s how high-performing brands maximize their content’s lifespan and impact. One great idea can fuel ten assets: - A blog post becomes an infographic - A white-paper fuels a technical webinar or product specification - A video script becomes an internal or external training tool - A strong quote becomes LinkedIn carousel We call this the content pyramid: start big, scale purposefully. The important thing to note is that every channel speaks its own language. So why do so many brands sound the same everywhere? Tailor your message to the platform: - On LinkedIn? Lead with insight and brevity - In email? Get personal and solve a pain point - On your website? For depth and clarity - On a podcast? Go deeper and make it conversational Repurposing is about reshaping your story, not repeating it. Original content takes time and money. Repurposing boosts efficiency and results: - Cut production time - Increase frequency without losing quality - Improve cost-per-lead Your content should work as hard as you do. Small team? No problem. Tools can help: - Use Chat GPT to rewrite in different styles. - Map your content plan in Asana or Trello. - Use Loom for quick, authentic video. - Schedule via Buffer or Hootsuite. Before you create your next piece, take a moment. Your best content still has power - revive it, reshape it, and turn what’s old into your next big win.

The press release is still the most important part of a PR campaign. It generates the most coverage of any of the tactics at the PR person’s disposal and its an essential part of any news-based media pitches. If you are working on generating coverage that uses a news, rather than features, archetype, you need a press release. So, why do so many people say its dead so often? Well, the main reason is they just want attention. There are others, often on the fringes of the wide church we call PR, who are simply not very good at writing them. And one thing that is definitely dead is the bad press release. The technical, technology and scientific media relies on structure to communicate complex announcements. The press release gives shape to information that needs to be clear from the start Journalists have never had time to read every line of a press release in detail. They move quickly, scanning for headlines that stand out and looking for clear signals that a story is worth pursuing. A release that understands this doesn’t rely on format alone. It brings the most important information to the surface early and trims anything that distracts from the message to ultimately make it easier for the journalist to shape the story in a way that suits their audience. Read the full article on the Stone Junction website

One-Piece Production of Large-Scale Components With an impressive clamping area of 10,500 mm × 3,500 mm, Langzauner’s press allows for the manufacturing of large-scale aerospace components without intermediate steps or segmentation. This cutting-edge production line sets new standards for efficient structural part fabrication in the aerospace industry. Hydraulic System Ensures Unparalleled Positioning Accuracy At the heart of the Langzauner system lies a sophisticated hydraulic control system that delivers positioning accuracy within hundredths of a millimeter. A standout technical feature: the press ram can be actively tilted into any freely definable angular position – ideal for producing complex geometries found in today’s advanced wing designs. An automated clamping system ensures exceptional repeatable positioning of mold halves, setting a new benchmark for precision.

There's a rarely taken opportunity for publications to boost their visibility. Though trade magazines inevitably have a finite audience, limited by the number of people in their target country in the job roles they are written for, many trade media publications fail to reach their whole audience because of lack of visibility. For example, according to Statista there were 83.3k design engineers working in the UK in 2021. One well known magazine catering to this readership has a circulation of around 20k, so three out of four design engineers probably miss stories they’d like to read. A wider audience means more readers, more readers mean more advertisers and more advertisers mean a more successful magazine. The solution Google News currently draws from around 50k publications around the world. The platform often misses out on stories in the public domain due to the staggering number of unsubmitted publications. Our database of media outlets contains around 900,000 outlets around the world, so Google News is, at best, only getting 5.5 per cent of the available outlets’ content. One of the simplest things publishers can do to give themselves the biggest possible audience boost for ten minutes' work is to submit their content to Google News. Adding a publication to Google News is simple and means that Google will, at the very least, then consider whether it wants to publish your news. Read the full how-to on our blog: https://www.wechangeminds.com/the-junction-box/

The MAPAL Group has acquired X-Pro S.r.l., an Italian specialist for turnkey projects and fixtures. “X-Pro fits perfectly into the MAPAL Group,” emphasises Dr Jochen Kress, President of the MAPAL Group. “We are a recognised specialist in the development of complete projects, with the focus so far being on our excellent cooperation with machine tool builders and on large-scale projects for the automotive industry.” With the expertise and know-how of X-Pro, MAPAL is creating additional capabilities to be able to offer projects quickly and comprehensively to customers in other focus industries as well. The company is thus meeting a global demand from potential customers who want to completely outsource the design of machining processes to a reliable technology partner. MAPAL has been working successfully with X-Pro on the Italian market for several years. Claudio Gabos, Chief Sales Officer of the MAPAL Group: “We are convinced that the acquisition of X-Pro will enable us to tap additional market potential even in these challenging times and generate momentum for further development.” X-Pro S.r.l. was founded in 2001 in Bologna, Italy, and employs around 35 people. Stefano Vitali continues in his role as managing director and remains in charge of the organisation.

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Zünd has launched its largest cutter ever, working alongside the world’s largest industrial robot, in a groundbreaking partnership with Loop Technology, a pioneer in advanced automation. Together, they aim to transform composite aerostructure manufacturing, combining their innovative technologies to boost productivity, efficiency, and precision.

Zünd is renowned for its precision cutting systems, known for speed and adaptability across industries. This makes them a perfect partner for Loop Technology, which excels in developing automation systems that enhance efficiency and accuracy. Zünd CEO Oliver Zünd said, "Collaborating with Loop Technology is a natural progression for us. Our cutting systems push the limits of precision, and integrating with Loop Technology’s FibreLINE system will drive advancements in composite manufacturing that benefit the aerospace sector."

The nomination recognises Zünd’s largest cutter to date, working in tandem with the world’s largest industrial robot, through the powerful integration of Zünd’s Aero Q-Line digital cutting system with Loop Technology’s automated high-rate composite preforming system, FibreLINE®. The combined solution delivers a breakthrough in speed, precision, and automation for composite manufacturing — a step change that has already earned international recognition, with FibreLINE winning the JEC Awards in Paris and selected as a finalist for the CAMX 2025 Awards in the United States.

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