AOL's Rough Riders
"We know we're successful if you're not writing articles about us,'' Colburn says. "So obviously, the fact that you are means we have work to do to change the view out there."

When people think they have a "view" or "communication" problem, they usually miss the point. As Microsoft very slowly and painfully learnt, it's not a view problem (ie. the problem would lie in how people perceive you), it's a practice problem. Change your behavior, the view will change too.