![\"john](\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2014\/02\/john-crowley-pic-250x166.jpg\")
John Crowley, digital editor, EMEA at WSJ.com, was a panelist at the \u2018immersive storytelling and production\u2019 session at Journalism.co.uk’s\u00a0News:rewired<\/a> conference held on 20 February in London. Cision caught up with John after the discussion to find out what role PRs can play in helping make content interactive.\u00a0<\/strong><\/p>\n
Should immersive storytelling with interactive features be part of all content production? What advice would you give to companies that want to make content more interactive but don\u2019t have the resources to invest in a big design team or technology? Is there a need for PR companies to better present information to journalists? Data is meaningless if not illustrated effectively and with a solid story behind it. That\u2019s key for any PR to have front of mind.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" John Crowley, digital editor, EMEA at WSJ.com, was a panelist at the \u2018immersive storytelling and production\u2019 session at Journalism.co.uk’s\u00a0News:rewired conference held on 20 February in London. Cision caught up with John after the discussion …<\/p>\n","protected":false},"author":322,"featured_media":57001,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[350,3680,3729,5741,5981],"tags":[152,7291,457,1125,1187,1327,3586,4098,5982,5983,5984,104],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/56963"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=56963"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/56963\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=56963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=56963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=56963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
<\/b>A lot of people are filing 1,000 word stories which is fine, we need that. I\u2019m not suggesting that we stop writing words! But there are other compelling ways of telling stories, either through interactive data, multimedia, slideshows or through videos.\u00a0Dow Jones has nearly 2000 journalists spread throughout the world and what we\u2019re saying is, \u2018hey look at these new ways of telling stories through data visualisation, through video, through interactive\u2019 because we\u2019re finding that\u2019s what people are increasingly engaging with. It is explained through the low bounce rate on our Golden Dawn interactive<\/a>. People interact with stories through illustrations.\u00a0 It makes them want to go and explore the site even more.<\/p>\n
<\/b>What you need to do is look at the ways media reports data — not just The Wall Street Journal, but look at the ways The New York Times or The Times of London are also doing it and think of how the innovative storytelling tools and platforms are being used. It doesn\u2019t just have to be an infographic, there are other forms beyond that. The simplest way to illustrate a story is through pictures, through slideshows. We don\u2019t always do that and by the same token we shouldn\u2019t do it all the time. \u00a0People tend to think that since everyone is doing it, they should dream something up and throw it in. \u00a0The key point is that it should fit the data that\u2019s there. You can\u2019t just shoehorn it in and assume it\u2019s going to work. You have to start with the material and data that\u2019s there in front of you and think of how it can be best illustrated.<\/p>\n
<\/b>Yes. If a PR approaches a journalist and says they\u2019ve got some data and analysis, and would you like exclusive rights to it, we\u2019d say yes, if it\u2019s newsworthy.<\/p>\n