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Evaluation Review, Vol. 23, No. 1, 77-100 (1999)

An Innovative Method for Evaluating Strategic Goals in a Public Agency: Conservation Leadership in the U.S. Forest Service

David N. Bengston

U.S. Department of Agriculture Forest Service

David P. Fan

University of Minnesota

This article presents an innovative methodology for evaluating strategic planning goals in a public agency. Computer-coded content analysis was used to evaluate attitudes expressed in about 28,000 on-line news media stories about the U.S. Department of Agriculture Forest Service and its strategic goal of conservation leadership. Three dimensions of conservation leadership were distinguished and evaluated separately: stewardship and ethics, use of collaborative planning and decision making, and use of science-based management. Analysis of on-line news media text is a way to quickly and efficiently assess the views of a wide range of stakeholders captured in the news media.


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