My suggestion, first off, would be to make sure you're signed up over at the NHLFA, the NHL Fans' Association. Around since 1998, it represents a noble attempt at providing the fans a direct venue for communicating with the NHL and its Players' Assocation, through periodic surveys and questionairres. For instance, take a look at the 2005-6 Fan Report, which includes group opinions related to the "New NHL", to feedback on media outlets and executive performance. Some of the more notable points? 79% of members polled are opposed to adding more teams to the playoffs, 88% don't believe fighting should be banned from the game, and 73% think the referees are doing a good job (must be no coaches in there).
It doesn't cost anything to join, although there are contribution options available. Sign up, send a link to a friend, and let your voice be heard!