The 66-year-old has embarked upon a charm offensive of sorts after a difficult first few days in his role as the club's new director of football.
Despite rounding on the Magpies' record goalscorer Alan Shearer over the weekend, he has attempted to establish a relationship with supporters angered by his appointment.
He told the Chronicle: "They are like me up there - they appreciate hard work. I am from a council estate and I have been taught the values of hard work.
"A lot of the fans up there have that attitude. They want to see their team do as well as possible.
"When things are not going right, they stamp their feet - and so they should.
"It is part of the culture up there and you have to take the criticism when you do not do well."