It almost seems that a ghostly hand reaches into the federal
bureaucracy every now and then to resurrect an old, bad idea.
Back in the 1970s, Secretary of Agriculture Earl Butz, a
Nixon appointee, sought to diminish the stature of the U.S. Forest Service as
he took a reactionary stance in the face of growing environmental concerns.
Butz made it clear that one of his under secretaries would be running the show,
not the Chief of the Forest Service who traditionally had operated rather
independently.
According to Char Miller, who directs the environmental
analysis program at
Pomona College in
California
and writes frequently on western resource management topics, Butz soon learned
that Forest
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| Mr. Secretary, spare our tree. |
Service people would put up a fight when their traditions and
prerogatives were challenged. In a recent “High Country News” article, Miller
said:
"Earl Butz . . . was a profane man known for his hair-trigger
temper and rough handling of subordinates. So when the Chief of the Forest
Service stood him up for a meeting, Butz unloaded in response: 'There are four
branches of government,' he reportedly snarled, 'the executive, legislative,
judicial and the Gawd-damn U.S. Forest Service.'”
Butz wasn’t the only Secretary of Agriculture, Republican or
Democrat, who sought to tighten control over the Forest Service. Although agency
chiefs gradually were forced to yield considerable decision-making power to the
parent department, they succeeded in maintaining a degree of distance from
politics at the top of the Forest Service. To this day every chief has been a career
natural resource professional, not an inexperienced political appointee.
Agriculture asserted its predominance in another way. This idea was to change the way people referred to the Forest Service and
the other 19 agencies USDA supervised. That was done after a “study” by
department design specialists resulted in publication of a “USDA Design
Manual.”
The design manual mandated use of “USDA Forest Service”
instead of the traditional “U.S. Forest Service” in publications and news
releases and on exhibits, letterheads, and elsewhere. There was no choice.
Those of us who headed Forest Service publishing and public
information units were told clearly at a national meeting that the new
identification specs were mandatory, not just guidelines. There were a few
veiled references to the ability of the Department of Agriculture to cause
withdrawal of our regional authorities to publish if we did not comply.
We complied, but we didn't like it. Old hands grumbled and continued to privately proclaim they worked for the
“U.S. Forest Service.” They thought the change was akin to the U.S. Marines
suddenly becoming known as the USDOD Marines. Upon retirement, no longer in the
clutches of the Secretary of Agriculture, I and a great many others immediately
dropped the USDA label in our writings and public statements. The U.S. Forest
Service lived on, although unofficially.
In the big scheme of things, small matters like agency
labeling tend to escape media attention. The general public, understandably and
rightly so, is interested in what government does or doesn't do, and cares very
little about the precise identity of its agents. To federal workers, however,
the name of the outfit they work for is an important morale factor. Most of those I've known share a desire to
identify with a well-defined group known to do quality work, just as most private
sector employees do.
Recently, Secretary of Agriculture Tom Vilsack dredged up
the old name game as a pet project. Officials wasted gobs of time and money
over three years developing “One Brand.” The idea was to cancel all traditional
agency signs and symbols and replace them with one Department of Agriculture
logo. Guess what? The change was made quietly by issuing a “Visual Standards
Guide.” Sound familiar? Shades of the 70s!
The directive stripped the Forest Service of its pine tree
emblem, in one form or another, the mark of the agency since 1910. Current
employees had to gnash their teeth and quietly accept the order. Retirees
didn’t have to conform, and they didn’t. They went on the attack, bombarding
Vilsack, members of congress, and anyone else who would listen with objections.
According to Char Miller:
“Their opposition took on the air of a revival meeting. They talked about the emblematic power of the
Pine Tree logo to bind them to one another and to the land they helped
steward. The evocative shield and the
uniform to which it was pinned testified to their devoted public service, they
said. Shedding these symbols, and the emotional attachments they held, seemed
like a deliberate attack on their collective history. These defenders proved a
potent collective, and so overwhelming was their opposition that it forced the
Agriculture Department’s hand.”
“In a one-sentence release April 4, the department granted
the Forest Service an exemption to its One Brand directive. You could hear the
hosannas from agency retirees and staffers a mile off.”
Miller titled his commentary, “Don’t Mess with the Forest
Service.”
Of course, the headline was designed merely as an attention
getter. Miller ended his article with a more important statement:
“As the dustup with the Forest Service suggests, a proud
institutional history is a sustaining source of workplace identity and
individual satisfaction. That’s a core value even Earl Butz might have
respected.”