The Combat Operator

The Long Arm of Perception and Negative Publicity

Oct 25, 2009 Jake's Posts

As I noted earlier this week there has been a significant reduction in the coverage of private security in the mainstream media of late. This is most likely due to the fact that in the U.S. at least it’s all-hands-on-deck to cover the impending health care reform legislation. But, the lack of negative headlines can also be attributed in part to the general lack of incidents worthy of reporting as well. For that, everyone across the industry can take a piece of the credit. Well done.

An interesting story has developed recently outside of San Diego, California where a local college has decided to end their contract to utilize a local training facility owned by U.S. Training Center, formerly known as Blackwater Worldwide.
The college’s governing board voted unanimously to stop using the ‘Blackwater facility’ in direct response to public criticism, presumably of the facilities affiliation to Blackwater, now Xe. Local activists have protested at Southwestern College board meetings for months in an effort to halt the college’s arrangement with U.S. Training Center and it now appears that those efforts were successful in changing the minds of the governing board of directors.

Earlier this year Southwestern College had entered into an agreement which allowed U.S. Training Center to use rooms on their campus in exchange for time at the U.S. Training Center’s firearms ranges which are only a short distance away.
The question remains is the decision to cancel the agreement just politics and are the cadets of the police academy which Southwestern runs getting short shrift because of it? In other words what is best for the cadets who later go out into the world to enforce our laws?

I see this as a prime example of how a company’s brand is affected widely across sectors. Anyone in-the-know understands that Blackwater Worldwide’s international operations in support of the WPPS contract for the U.S. Department of State has nothing to do with their domestic firearms range businesses outside of their Moyock, North Carolina facility.

If a picture is worth a thousand words then an uninformed sound-byte must be worth ten-thousand in today’s culture. It’s a shame that the governing body has caved to political pressure instead of standing their ground on the merits of the original question and decision making processes which must have been: What facilities best prepare our cadets for a future in law enforcement? Unless a better location has magically materialized in recent months it now appears that cadets will receive inferior preparations all because the facility is ‘owned by’ Xe.

The lessons to be learned here for all PSCs is the importance of protecting your brand at all costs. What you do in one aspect of your business can easily negatively affect the public’s perception of you in other parts of your portfolio of services.

Tags: Affiliates, Blackwater, contracts, services, training