BRADENTON, Fla. — When the Pittsburgh Pirates finished their fourth decade without a World Series championship, it became obvious they needed a change in direction.

Firing the highest-ranking members of the front office and coaching staff was but a start. Changing the clubhouse culture after a 93-loss season is the initial challenge. Changing public perception will be more difficult, as frustrated fans remain critical and skeptical of Pirates chairman Bob Nutting.

That’s why the Pirates are intent on changing not just the message but the messenger, even if that still starts with a bespectacled businessman who uses buzzwords and avoids talking about payroll pared to a projected $52 million.

If the Pirates are going to send a fresh message, it is going to be delivered through the voice of new team president Travis Williams. Where Nutting typically gave a State of the Pirates address every spring, Williams handled interviews individually at Pirate City to put a forward spin on the team’s plans.

“I think changing the culture will be easier in some respects,” Williams said. “The reality is, with the fans, that until we put a winner on the field and walk the walk, there’s always going to be that perception.”

What gives Williams credibility is he was an executive with the Penguins when they sipped champagne from the Stanley Cup. What that means now that he works for the Pirates remains to be seen, but it should buy Williams the benefit of the doubt.

The Penguins are the perfect model for the Pirates to follow, one that has boosted its fan base by engaging a younger demographic through fun promotions, social media and targeted ticket programs. The Penguins also have what the Pirates desperately lack: starpower and deep-pocketed owners.

A 49-year-old father of six, Williams plans to bring a family-centric approach to the Pirates. He notes his long-standing relationship with the Nutting family, from negotiating the initial naming rights deal for PNC Park and sitting in on board meetings as Pirates legal counsel to representing a company that sold Bob Nutting a telephone directory business.

“So, for me, when he called, it was a no-brainer to come here,” Williams said. “The only question was, ‘Are you committed to win?’ ”

That’s baseball’s billion-dollar question.

Where critics aren’t buying Nutting’s vision because of his budget, you have to give him credit for convincing Williams to leave his role as president of business operations for the New York Islanders to save the Pirates’ ship from sinking.

Now, it’s up to Williams to convince Pirates fans their conspiracy theories about Nutting pocketing profits is a false narrative. It’s one to which Williams takes strong exception.

“I think the real misconception about Bob is he doesn’t care,” Williams said. “He cares more deeply about it than anybody I’ve ever met about making sure that this team is a winner.”

Now, this is where I must remind you Williams worked for the Penguins ownership of Mario Lemieux and Ron Burkle, that they have won three Cup championships since 2009 and the Pirates have three wild-card playoff appearances in that span.

“It bothers him that he hasn’t been able to do that yet,” Williams said of Nutting. “He wants to do more than get to the playoffs. He wants to win a championship. I think that deep commitment is probably something that people probably don’t understand.”

Working for the Penguins gave Williams an understanding of what it takes to win. Williams has talked about cracking the code through identification, acquisition, development and deployment of talent, his common catchphrase from the start.

“I’d won, obviously, with the Penguins,” Williams said. “I’ve been around it. I know what it tastes like. I know what went into getting us there. It’s not just simply having 87 and 71 on your roster.”

No, but keeping 55 and 10 around would certainly help.

(That’s Josh Bell and Bryan Reynolds, by the way).

Williams started his plan by a hiring a general manager who has won a World Series, Ben Cherington, and a first-time manager in Derek Shelton, who is creating a positive atmosphere.

“You can just tell being around the guy,” Williams said. “He’s just infectious, his personality, his drive, his energy. That’s the kind of guy you want leading your team. Quite honestly, he reminds me of Sully in a lot of respects.”

If only winning with the Pirates was as easy as casually dropping references to working with Sidney Crosby, Evgeni Malkin and Mike Sullivan. Williams knows it’s not that simple. He has had his work cut out for him, as his first 100-plus days on the job have been all about building a brain trust and developing a long-term strategy for success.

Williams has done so despite having back surgery that caused him to walk with a cane, which he ditched at Pirate City.

“Travis Williams is going to be effective living that every single day,” Nutting said. “As we listen more carefully, we’re a little more transparent. We’re a little more open, and we simply take a moment to say ‘thank you’ to the fans who have supported us through what’s been a bit of a roller-coaster ride. I’m confident we’re heading in a great direction now.”

There’s reason to be jaded.

We’ve heard such talk before.

The Pirates are promising more transparency, even as they tapdance around whether they will pump up the payroll. Williams plans to promote the personalities of Pirates players in an effort to engage with young fans. That’s not the kind of news fans who are more interested in keeping All-Star first baseman Josh Bell will want to hear, but it’s a start.

“For us, it’s more about a young, fun, exciting product that’s continually trying to get better every day, continually trying to win every day,” Williams said, “and something that Pittsburgh can be proud of.”

The reality is, the best way for the Pirates to change fan perception is to walk the walk and put a winner on the field. That starts with Travis Williams. This Pirate ship is his to steer toward chasing a championship.

At least he knows what one tastes like.

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