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
| Identifer | oai:union.ndltd.org:VTETD/oai:vtechworks.lib.vt.edu:10919/40769 |
| Date | 26 January 2010 |
| Creators | Hirsch, Gwen N. |
| Contributors | Forestry, Wellman, J. Douglas, Roggenbuck, Joseph W., Williams, Daniel R. |
| Publisher | Virginia Tech |
| Source Sets | Virginia Tech Theses and Dissertation |
| Detected Language | English |
| Type | Master's project |
| Format | BTD, application/pdf |
| Relation | LD5655.V851_1990.H577.pdf |
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