By Peter L Morton

Finding the equilibrium between showcasing one's capabilities and maintaining Operational Security (OPSEC) is paramount in private security and protective services. This balancing act is not just a matter of business ethics; it's crucial to ensuring the safety of those we pledge to protect.

The increasing trend among security firms and nonprofits to use images of vulnerable individuals for promotion or fundraising has raised significant concerns over the past five years. While intended to garner support, this approach can inadvertently compromise the very people it aims to assist.

Drawing from firsthand experiences, the perils of such practices become evident. Whether through a well-meaning but misguided attempt to highlight the plight of those in conflict zones or a naive push for visibility, the repercussions are often dire.

The story is all too familiar: an organization steps in to provide essential services like evacuations, then, caught in the momentum and the need for resources, it publicizes its efforts. Photos and videos of rescue operations featuring the faces and emotions of those helped are shared widely, aiming to touch potential supporters' hearts.

However, this strategy overlooks the critical need for OPSEC. When images of individuals, sometimes complete with identifying details like clothing logos or location cues, are disseminated, it can lead to unintended consequences.

Examples from Afghanistan, Ukraine, and Haiti underscore the gravity of the situation. Individuals, having been visible in media shared online, find themselves at risk of detention, persecution, kidnapping, or worse upon being identified by hostile forces. This endangers the individuals directly involved and their families and associates, who may suffer reprisals due to these associations being made public.

The key to navigating this delicate landscape lies in the practice of information obfuscation. By anonymizing any potentially identifying information in images and communications, organizations can still fulfill their need to share their work and achievements without compromising the safety of those they serve. This approach protects individuals in immediate danger and respects the privacy and dignity of those involved.

Moreover, the responsibility extends beyond the immediate circle of those being assisted. Organizations must adopt stringent policies regarding social media and interactions with the press to prevent the unintentional spread of sensitive information. The narrative needs to shift from opportunistic visibility to a more thoughtful, security-conscious approach that prioritizes the well-being of all stakeholders.

Vigilance is advised for those seeking assistance from such organizations. The urgency of evacuation or support services should not lead to hasty decisions without considering the potential long-term implications of working with a particular provider. Transparency, ethical advertising practices, and a demonstrated commitment to OPSEC and individual safety should be non-negotiable criteria when selecting a partner during a crisis.

The way forward demands a paradigm shift. Organizations must adopt a more nuanced approach to advertising and communication that aligns with the principles of OPSEC and empathy. By doing so, they safeguard those they aim to help and reinforce their credibility and integrity as entities genuinely committed to positive, sustainable impact.

On a side note, you will never see photos of the victims Morton Executive Decisions works with without obfuscation. We have training videos of senior leaders providing testimonials in the past, but only after careful thought of future operations. You will never see logos of companies or nonprofits we work with. If the organization you are working with uses you for advertising purposes without your permission or assessing your growth and safety, do not work with them. They do not care about your organization or long-term relationships.