They have picked up just nine points out of a possible 39 in the second half of the season and badly need to return to winning ways at home to Almeria.
"It's a game that's more important for our image than for the standings," said Lotina. "At the moment now we can't be thinking about the table but in breaking our run.
"We have to give something to the fans, above all attitude, desire to do things well. From there the rest will have to come.
"We have given away too many points in advantage. It's strange and painful because before we were looking at fourth place, but that's the reality.
"After 20-odd years as coach this season is teaching me things; a sensational first half of the season, a very bad second, with many doubts and injuries and it's enriching for me."