Facing Backlash, Blackwater Has a New Business Pitch: Peacekeeping

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Linked to several violent incidents in Iraq, including the Sept. 16 shootings in Baghdad that sparked an international media furor and congressional hearings, the company over the past few months has attempted a public relations overhaul, modifying its name, revamping its logo, and engaging in a massive PR counter-assault to defend against its "cowboy" image.

Blackwater is one of dozens of private companies providing security services in Iraq and other war zones. It is part of a growing military outsourcing industry that exploded during the Iraq conflict and is only likely to get bigger. Proponents believe private security companies, or PSCs, are the future of military operations -- and peacekeeping.

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Critics, however, note that the Blackwater name is a huge obstacle to its plans for expanded peacekeeping. Erik Prince, a billionaire and former Navy SEAL, founded Blackwater as a training company a decade ago, but its rapid growth, particularly into private security detail work in Iraq, has landed the company in the middle of a debate over "mercenaries," a term that Blackwater and similar companies detest. The Blackwater controversy now includes an alleged conflict of interest between the State Department’s recently resigned inspector general and his brother, a one-time Blackwater board member; questions about the tax status of its contractors; and an ongoing fight over a West Coast training facility.

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