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The New Zealand Rugby Union (NZRU) has admitted it underestimated the depth of disillusionment among rugby fans following the reappointment of All Blacks coach Graham Henry.
NZRU chief executive Steve Tew admitted the organisation didn't envisage Henry's new two-year tenure - made after he guided New Zealand to
their worst ever placing at a World Cup in France last October - would have been greeted with widespread condemnation.
Henry was retained in favour of Crusaders coach Robbie Deans, with the latter's success in last month's Super 14 final reigniting the debate over which man should have been appointed in the wake of New Zealand's quarterfinal demise.
"There's no doubt people wanted to see blood, and I guess there hasn't been enough for some people," Tew told RadioSport.
"We didn't take into account how people would react to Graham's appointment.
"We now understand there is a middle ground of New Zealand that are at best apathetic and at worst upset about the appointment - the only way we can overcome that is to do our job well, get things right for the team to play well and hopefully slowly win people back."
Tew said it would be no easy task to win back public support.
"We didn't succeed at the World Cup, we failed miserably - we've got to move on from that and it's taking some time to bring people with us."
Tew hoped the All Blacks' 21-11 victory over Ireland last weekend was a tentative step in the right direction while yesterday's re-signing of captain Richie McCaw through to the 2011 World Cup was another positive development for the NZRU.
Meanwhile, the All Blacks are not only doing their talking on the pitch as the players are also enlisted to polish a tarnished image.
Leon MacDonald and Greg Somerville visited an Auckland maternity wing yesterday in conjunction with the latest innovation from sponsor Adidas - the presentation of tiny All Black jersies for babies delivered on days when test matches are played.
Members of the squad will also help run training sessions for juniors at six Auckland clubs today, taking time out from their preparations for the first test against England at Eden Park on Saturday night.
The announcement yesterday of a one-off test against Samoa on September 3 in New Plymouth during a lull in the Tri-Nations is also part of the rebuilding mission.
The match in seen as a vital part of the All Blacks campaign considering they have almost a month off between the South African test in Cape Town on August 17 and the third leg of the Bledisloe Cup in Brisbane on September 13.
"We're excited about taking a test match to a venue the All Blacks haven't played before," Tew said.
The initial preference was to play in Hamilton against Argentina but the ground was unavailable - and the South Americans are planning a test against the world champion Springboks.
- NZPA