There are still some things that automotive journalists can do better than the common car guy, it's just a matter of actually doing them. For instance:
1. When interviewing someone, don't let them weasel out of giving you a proper answer. For example, here's a recent interview from Four Wheeler:
The proper follow up would be to ask him to be more specific, and if he isn't going to be, mention some dirt you were able to dig up on upcoming products. The answer Scott gave was useless and should never have been printed.
2. Know your audience. A journalist's job is to use his knowledge, expertise and investigative skills to clarify issues and enlighten their particular sub-set of readers, not engage in grab assing with other auto journalists or putting out Farago and Davis-esque fluff that is all style and no substance.
3. Unless they're an interesting person who has lead an interesting life and has interesting things to say, a journalist should stay away from opinion pieces. I don't mean they shouldn't have an opinion, I mean if they're going to go through the trouble of writing up an opinion piece and presenting it to the public, they would do well to make sure it is well supported and coming from someone who has been places and done things their readers have not; not something mundane that others have already expressed in a better fashion. An interesting and well informed opinion is one people will seek out; retreading the same tripe that has been said a thousand different ways before will not win them any fans.
4. Learn to differentiate between legitimate and illegitimate criticism. A journalist's works needs to stand or fail based on its own merits, not be considered above critique because their position of unwarranted self importance. If critic says the journalists writing has more nutritional value than literary value, that's why the critic makes a habit of printing off everything the journalist writes and eating it; then the journalist can safely dismiss what the critic has to say. If the critic points out logical and factual errors in what the journalist writes, then the journalist needs to learn from the experience and move on, instead of being like this goofus: http://old.news.yahoo.com/s/ynews/20100615/pl_ynews/ynews_pl2616
5. Try to have some expertise in both their area of the automotive world as well as journalism. Whether they used to be mechanics, designers, engineers, etc; the journalist can offer some information and insight the reader otherwise would not be privy to. It's part of what separates an interesting journalist from one who just lightly edits and reposts press releases and those who the public admires and respects.