Who needs “engagement” training most: worker bees or queen bees?

I’m lucky enough to be spending eight months learning from the best about what it means for journalists to engage with their communities. I’m getting interesting and varied answers. For some folks, engagement is about listening to the community. For others, it’s more to do with inspiring civic activism and involvement. And sometimes it really comes down to brand loyalty and page views.

Where does the responsibility for audience engagement fall within a news organization? Part of my mission is to make sure working journalists get to benefit from the information and tips I’m gathering, and I’m thinking about who I should target with my evangelism.

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