This paper examines the issue of a popularly held negative image of the USDA Forest Service. Examples from a variety of media vehicles are included to support the claim that a negative image is prevalent. There is also considerable anecdotal evidence to suggest that many people have only the vaguest idea of what the Forest Service is all about. <p>The adoption of a marketing perspective is proposed to increase awareness of the agency and its functions. An agency-wide customer service orientation is suggested and a public relations effort is proposed. The goal of a public relations campaign for the Forest Service is to provide an accurate depiction of the agency. <p>Suggestions are offered for implementing a marketing perspective in order to overcome the Forest Service's negative image. These suggestions include adopting a customer service orientation, implementing an internal marketing program, providing more information to the public, and making changes in Forestry education. / Master of Science