"Since the 2006 World Cup in Germany, the media perception of German football and Germany in general has dramatically changed, " added Pfeiffer, who has lived in England since 1986.

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Furthermore, policymakers will have to formulate a coherent public diplomacy effort to explain the relationship between the private security sector and U.S. military and foreign policy objectives, due to the increasingly negative media perception of the private security industry.

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Just like with depression or any other mental health disorder, public (and media) perception still plays a big role.

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