When developing software, it is vitally important to keep the level of technical debt down since it is well established from several studies that technical debt can, e.g., lower the development productivity, decrease the developers' morale, and compromise the overall quality of the software. However, even if researchers and practitioners working in today's software development industry are quite familiar with the concept of technical debt and its related negative consequences, there has been no empirical research focusing specifically on how software managers actively communicate and manage the need to keep the level of technical debt as low as possible.