Aston Villa chief executive Paul Faulkner has called on the club to stay united as it battles against relegation from the Premier League.
Faulkner now hopes that a positive atmosphere around Villa Park can help the team secure their top-flight status in the remaining weeks of the season.
"Four games ago, on the back of two good home wins, we were looking up the table and feeling confident of a strong, positive finish to the season," he told the club's official website.
"Since then we have suffered four consecutive defeats and that is hard to take. We are hurting. Fans are hurting, players and the manager are hurting. The frustration is shared by everyone who loves Aston Villa.
"Now more than ever it's time for us all to pull together - fans, players, the manager, everyone at the club. Our immediate focus and combined efforts need to be concentrated on our game against Southampton this weekend and on our remaining games this season.
"We need to channel our energies into creating a positive atmosphere and getting the result we need on Saturday at Villa Park and in the games that follow."
Villa host Southampton in the Premier League on Saturday.