An innovative method for evaluating strategic goals in a public agency - Conservation leadership in the US Forest Service

This article presents an innovative methodology for evaluating strategic pl anning goals in a public agency. Computer-coded content analysis was used t o evaluate attitudes expressed in about 28,000 on-line news media stories a bout the U.S. Department of Agriculture Forest Service and its strategic go al 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 manag ement. Analysis of on-line news media text is a way to quickly and efficien tly assess the views of a wide range of stakeholders captured in the news m edia.