I would stop fronting crime in action stories and leave that to the officers that led them. I was taught that senior officers front the bad news, and the operational and junior officers front the good news, and that's part of what we're there for. Once I'd done my initial introduction to the West of Scotland and laid out what it was I wanted to do in the five years, I wanted to get different people engaged in that.
I also think there's an element of weariness and if people keep seeing the same face of a senior officer popping up, it becomes less about the message and more about "It's him again", which I don't think helps anyone involved in the process, the media, the officer, the force itself or in particular the public. So it was a calculated initial injection and then a gradual step back. Not a disengagement, but a step back.