This article summarizes the interactive workshop delivered by Roxana Blăgescu at the IUNTC online meeting in June 2025. Roxana is an executive and leadership coach with a deep understanding of neuroscience due to her background in neurolanguage coaching. She is the founder of Speak-Up Dynamics. In her session, Roxana demonstrated why technical excellence alone is not enough. Her central thesis: When brilliant ideas get stuck in sober "data language", they lose their echo – and thus their impact.
The human factor as a key switch
What turns data from stagnant to dynamic? Technical writers only truly reach their audience when they interweave facts and figures with emotion. From a neuroscientific point of view, emotions serve as "memory hooks": They activate the emotional nervous system, anchoring information in the long term. While data alone overwhelms the brain’s processing center, emotionally intelligent communication creates resonance. When we feel seen, we listen.
When we feel safe, we act. Successful communication doesn’t just transfer knowledge – it transforms it.
Four typical blockages
So, what keeps technical writers from appealing to their readers’ emotions? Roxana outlined four blockers:
- Data anxiety: The fear of oversimplifying – or not simplifying enough
- Technical bias: Prioritizing precision over connection
- Overemphasis on logic: Neglecting tone, empathy, and storytelling
- Fear of unprofessionalism: Viewing emotions as a risk instead of a resource
These blockers lead to speakers "dumping" information onto their audience instead of opening a dialog.
Here are two practical examples of communication stressors that were discussed during the workshop.
Case story 1: Ninu and the fear of data
A familiar scenario: Ninu, an engineer, presents to a mixed audience. She hesitates – if she oversimplifies her speech, she will lose the experts; if she keeps it overly technical, she might lose the rest of her listeners. So, she comes up with a subtle but effective solution: She opens her presentation with light small talk, followed by some brief questions to the audience: "What’s your background?” “What are you hoping to get from this session?" This “social scan” gives her an emotional map. It turns a cold monologue into a warm dialog. Roxana highlighted this technique as crucial: Opening the social channel at the start of your presentation gives you both clarity and connection. You gain emotional cues – and seconds to adapt your message to the audience’s level and mood.
Case story 2: Mika and the "nervousness joke"
Mika faces a different challenge: To cope with stress, Mika's strategy is to crack jokes – often at the wrong time. Roxana suggested taking a micro-pause. When Mika feels the urge to joke, she’s invited to pause, gently press her upper lip to her teeth, take a breath, shift posture – and then respond. This subtle technique activates the parasympathetic system, calming nerves and creating space for conscious, confident language. Participants loved its simplicity. They called it a “protective cover” for spontaneous moments.
Emotional intelligence: From reaction to resonance
According to Roxana, emotional intelligence is not a soft skill – it’s a cognitive advantage and involves two steps:
- Self-awareness: First, recognize your own emotional state. If you ignore the fog, you’ll trip in it.
- 2. Perception of others: Second, recognize the emotions of others and mirror them verbally. This creates psychological security and builds trust.
Only when the brain's threat response calms down does the prefrontal cortex open up to reasoning, retention, and real collaboration.
Storytelling as a structural aid
When used strategically, storytelling becomes a bridge – not between fiction and fact, but between logic and emotion. Roxana introduced a minimalist structure:
Context → Conflict → Solution → Meaning for the audience
This approach doesn’t sacrifice data—it makes it digestible. It transforms abstract concepts into concrete, relatable knowledge.
Gender and cultural factors
Several participants – especially women in male-dominated industries – shared that showing emotion often feels unsafe. Roxana reframed this: Managing emotions with intention is not weakness; it’s leadership. Naming emotions clearly, modulating tone, and staying grounded don’t reduce credibility – they enhance it.
The brain loves a story
Facts stimulate the language center. But stories activate multiple brain regions, including sensory and emotional zones. That’s why people remember what they feel.
Practical recommendations from the workshop
Here are some concrete recommendations based on the workshop examples:
✔ Research your audience’s knowledge level and expectations.
✔ Use micro-pauses to regain presence and control.
✔ Watch recordings of your presentations to identify "data dumps" or nervous tics.
✔ Adjust posture and breathing to manage stress.
✔ Find a story hook: a personal moment, an image, or a metaphor.
The human touch
Technology informs. But only humans inspire. When technical communicators embrace emotional intelligence, they transform information into impact. It’s not just about being understood – it’s about being remembered.