2012

Schools today face a myriad of challenges, such as increasing student achievement, reducing dropout rates, and assisting students in preparing for and making a successful transition to postsecondary education. Effectively meeting these and other current needs requires professional school counselors to collaborate with other educators and families in support of common goals (American School Counselor Association [ASCA], 2005; Wagner, 1998). Research indicates that effective schools are characterized by staff members who support a guiding mission, purpose, and goals, and understand the importance of colleagues’ specialized roles in reaching school goals (Lieberman, 2004). Professional school counselors are important members of school teams, but they face challenges when fellow educators and other stakeholders are unclear about their current position in schools (Dotson, 2009). The purpose of this manuscript is to promote ways in which school counselors can more effectively market their programs and services to others as an important step in clarifying their important role in schools.