Whether you call it citizen journalism, crowd sourcing or USG, there is always a lot of discussion about how the media’s relationship with its audience can be used to everyone’s advantage.

And it struck me that for it to work , I think, journalists need to start thinking more like Evan Davis (the BBC’s economic editor) and less Trevor McDonald (Veteran newsreader).

So when thinking about how a journalist can engage with community online and really make it work for them. I like to think that we should start asking - What would Evan do?

Is it just his easy charm, his wit and repartee we should look to emulate? No. I actually think he knows what he is talking about and would listen to what he had to say on the subject of money.

Sir Trevor is also a respected voice, has an easy wit and sophisticated charm, but would we go to him for mortgage advice?

Presenter or correspondent?
Do you want to be just a presenter of news for your community – a nice delivery but no one really thinks you really know anything?*  Or would you rather be a correspondent who people turn to for your analysis and knowledge?

Be the Evan Davis of your patch.  Make connections and build relationships with your community, online and off, and they will turn to you (and your publication) when they want the ‘expert’ view of whats going on in their community.

*not that I think Sir Trev is is clueless about news or that newsreaders are somehow a lower form of journalist.