Abstract: As part of the continuation of the study of the moral and ethical aspects of the activities of private military companies, the authors in this work study the internal factors of PMC activities that form their perception by society. The work becomes particularly relevant in the context of the special military operation of the Russian Armed Forces on the territory of Ukraine, where, according to official media reports, private military companies of Russia played a significant role in achieving the goals of the SVO. The rhetoric of the media about PMC fighters on the side of Russia changed to the opposite after the demarche of PMC "Wagner". The focus of this study is made on the causes and patterns in the operational activities of PMC concerning the formation of a staff to the use of various tactics of armed operations, which are the greatest triggers of negative perception.
The research methodology is based on a systematic approach that allows to fully explore the directions of the relationship between individual criteria in recruitment, management methods and principles in the activities of PMCs and their representation in the public consciousness. Content analysis of publications in the media and social networks was used as a basis for the study of public perception. The consideration of private military companies from the point of view of their corporate culture is unique. The image of the company is formed by its actions and those who work for it and those for whom they work. The authors establish a system of relationships between these factors and the attitude to these companies on the part of society, systematize the directions of influence of these factors and draw a general and private conclusion about what role they play and how to reduce negative manifestations.