Posted by Gayle Simone, Sun Staff

Media day was anything but ordinary for the Bruins when Executive Vice President Charlie Jacobs introduced NHL Hall of Famer Cam Neely as Vice President of the club.

He may not be wearing a Bruin sweater this season or lacing up the skates, but having Neely in a front office points the franchise in the right direction.

"I understand what the fans are looking for as far as what they want from their team," Neely said. "I'd like to feel I can help in any way that they ask and get that back in this organization."

General Manager Peter Chiarelli said one of the things he likes most about Neely is his bluntness when he talks about the Bruins and hockey in general, the bluntness was apparent as Neely spoke to the media.

"Quite frankly, I'm not really happy with what's gone on," Neely said of the franchise.

Neely's role as Vice President will be mainly in hockey operations working closely with Chiarelli giving his advice and thoughts on personnel as well as assisting the Jacobs in different areas of the franchise as a whole.

Neely said he is ready to accept the challenge his new role with his former club will entail after spending a year as one of the Bruins' Ambassadors.

"When I accepted the role as the ambassador of the Bruins, Charlie was hoping I would be more involved then," Neely said. "But, unfortunately the timing wasn't right for me. Being an ambassador it allwowed me the opportunity to get involved in some what of a limited basis and I really got excited about being involved with the Bruins again.

"I feel at this particular time in my life I can commit more time to working with the organization. [...] I'd like to be able to try and help and get things back on track."
Neely echoed Chiarelli's words of the Black and Gold needing to be harder to fight against.

"One of the things (Chiarelli) has been stressing is the team needs to be harder to play against and I felt that for a long time," Neely explained. "I think the people that are fans of the Bruins expect that. They expect their team to play that way and it hasn't happened so much in the past. I think it's a big step in the right direction for the players to understand what it means to be a Bruin and understanding the type of work ethic that you have to have to play on this team."

Neely went back to his playing days when he said, "You may not play well every night, but you can work hard every night."

When asked if he thought the fans were disappointed, mad or taking a wait and see approach, Neely said it's "all of the above."

"I think for the most part (the fans) are dying to support the team," Neely said. "I think that's part of the process we're in right now. We need to take the time to show them that we understand what we have to do to get the team back to where we'd like. It's not going to happen over night but I think we're all heading in the rigth direction."

Neely said he knows the game has changed since he was a player, but the approach as a player should not.

"I think if you have the opportunity to take the body, you have to take the body," Neely said. "You can still hit in this league. [...] With what Peter's mantra has been, I think that's a great direction for the team to go in and as far as I'm concerned that's the direction we need to go in here. Right from your top player down to the guy that's on the fourth line. You got to take the body when you have the opportunity. You can't be afraid to take a hit to make a play; everybody's got to be accountable for those situations that are on the ice."

Is this simply another PR move by the owners of the Bruins, or is Neely the right person to help get this team back on track? Regardless, Neely will be welcomed by the fans, media and everyone in between.