“Reaching the Masses”

            “Counselors don’t get the respect they deserve.” 

            “The general public has no idea what counselors really do.”

            “Drug company advertising is so prevalent, counselors can’t compete.”

            Sound familiar?  I’ve been hearing versions of these statements from peers and colleagues for years.  While the observations may be true, at what point are we just whining complainers?  How long would you allow a client to lament before asking, what are you going to do about it?  It’s time we do for ourselves what we encourage in others:  become responsible, empowered, and pro-active.  If you feel the counseling profession lacks positive media attention, then become a voice.  If you’re not sure how, this article will give you a place to start. 

Before becoming a licensed counselor, I worked as journalist.  I’ve conducted hundreds of TV, print, and radio interviews.  I can tell you with certainty, if you have a story to tell, and you tell it well, somebody will listen.  Just like a good counselor tailors information and approaches to the client, you must consider your audience.  Who do you want to reach?  What do you want to share?  What does the audience already know (or not know) about your topic?  How can your information benefit others?  Once you have a clear understanding of your message, spread the word. 

While publishing in academic journals is necessary, it’s also preaching to the choir.  Why not take the same research and format it for mainstream publication too?  An added bonus:  you may even get paid!  Pick up a copy of Writer’s Market 2004 (Writer’s Digest Books).  This book is considered the bible of freelance writing opportunities.  It’s updated annually and lists writer’s guidelines for over 10,000 paying markets.  The online version is available at www.writersmarket.com.   

You can reach thousands of readers through one article published on the web.  The best resource is 2004 Online Markets for Writers:  How and Where to Get Published Online and Paid for It (Tedesko & Tedesko).  It’s in e-book format only and can be ordered at www.marketsforwriters.com. 

            Become familiar with your hometown media.  The right approach will turn reporters into allies and not enemies.  News organizations are always looking to localize a story.  That means they need local experts to comment on national issues.  Reporters work under tight deadlines, so the easier it is to find someone to quote, the better.  Become a resource by providing a list of issues on which you’re qualified to speak.  Almost any story can involve a mental health angle.  Think creatively!  Target specific reporters covering issues relevant to your expertise.  Ask how you can be of service.  Once you’ve made a contact, you can send press releases regarding newsworthy items.     

If you teach at a university, sign up as an expert with ProfNet (www.profnet.com).  This is an international news service used by journalists seeking expert comment.  I’ve used it myself as a journalist, and it’s remarkable how quickly I’ve received help. 

If you’re a strong presenter, there are endless opportunities to speak besides counseling workshops and conferences.  Churches, schools, and organizations all need speakers.  Look under “clubs and organizations” in the Yellow Pages for listings.  Business groups such as Women in Business, Rotary, and Chambers of Commerce are also in need of speakers.  What does a counselor have to offer business groups?  Plenty!  I’ve spoken on relationships, diversity, stress management, decision-making, conflict resolution, women’s issues, and more.  Once you get booked, offer to write a short article on your topic for the organization’s newsletter or website.   

If you need to polish your public speaking skills, consider joining Toastmasters (www.toastmasters.org).  This organization helps individuals of all levels develop their presentation skills.  In addition to self-improvement, you’ll be networking with people outside your profession, offering another opportunity to make a positive impression.

Of course all of this takes work.  You have to be willing to step outside your comfort zone.  Have you ever promised a client that change is easy?  If each of us commits to reaching out and proactively sharing our message ten times this year, imagine the impact!  Then, if counselors don’t get the respect we deserve, we have no one to blame but ourselves.