Alan Pardew has admitted Newcastle need to shed their image as a "bad news" club.
Another turbulent summer has seen skipper Kevin Nolan and Jose Enrique leave and Joey Barton at loggerheads with the hierarchy, while fans have voiced their disappointment with the club's transfer activity to date.
Pardew told the Evening Chronicle: "The fans are used to bad news and players leaving - this is something we have to correct."
He added: "The only way we can correct it is by success."
The Magpies also made headlines for the wrong reasons thanks to a pitch invasion during a pre-season friendly at Darlington and a US tour which saw Barton, Yohan Cabaye and Nile Ranger refused visas and Hatem Ben Arfa fly home with an ankle injury.
"It is how we set the tone, and the message has to change," he added.