Ethical Marketing for
Counsellors
NZAC National Conference
Auckland, July 17, 2015
Judi Miller and Margaret Agee
Welcome
 Who are we and what are we doing?
 Our hopes for today
 Your hopes/expectations for today?
 K. Crocket, M. Agee and S. Cornforth (Ed.), Ethics in Practice: A Guide for Counsellors:
58-61
 Miller, J. (2003). New Zealand Journal of Counselling 24(1): 66-82
Our hopes
To encourage you to consider a
broader interpretation of marketing for
your work as counsellors and create
some possibilities that are ethical.
Overview
 Look at meanings of terms
 Consider these within our own contexts
 Consider dilemmas for counsellors who want to
market their services ethically
 Constraints and enablers
 Evaluate some exemplars
 Future possibilities
Exercise
Connect with people who work in
similar counselling domains to you
Your hopes from this workshop?
Overview
 Look at meanings of terms
 Consider these within our own contexts
 Consider dilemmas for counsellors who want to
market their services ethically
 Evaluate some exemplars
 Future possibilities
Some definitions to consider
 Marketing is the process by which an
organization [or individual] relates creatively,
productively, and profitably to the marketplace.
 Marketing is the art of creating and satisfying
customers at a profit.
Some definitions to consider
 Marketing is getting the right goods and
services to the right people at the right
places at the right time at the right price with
the right communications and promotion.
Reference Philip Kotler in S. Atkins, winning the battle for
attention.
Marketing Counselling and
Ethics
 ‘Counselling’ involves
the formation of
professional relationships based on ethical
values and principles
 Counselling includes relationships formed
with individuals, couples, families, groups,
communities and organisations. (NZAC
Code of Ethics, 2012)
Marketing for counsellors
Every communication you have with
clients and stakeholders in your work
context involves relationship building
with a purpose.
Overview
 Look at meanings of terms
 Consider these within our own contexts
 Consider dilemmas for counsellors who want to
market their services ethically
 Constraints and enablers
 Evaluate some exemplars
 Future possibilities
Possible ethical dilemmas
 Two groups (what clients want and what
funders might want)
 Counsellors offer service that cannot be
seen in advance of purchase – how do
you address expectations?
 Exaggeration carries the potential for
doing harm.
Possible dilemmas:
 Product vs service
 Client needs vs needs of profession
 Competence cf experience
 Confidentiality vs using unsolicited
testimonials
 Social media cf websites
Overview
 Look at meanings of terms
 Consider these within our own contexts
 Consider dilemmas for counsellors who want to
market their services ethically
 Constraints and enablers
 Evaluate some exemplars
 Future possibilities
Code of Ethics: guidelines
 4.4 Respect the confidences with which
they are entrusted.
 6.1 (a) Counsellors shall treat all
communication between counsellor and
client as confidential and privileged
information, unless the client gives
consent to particular information being
disclosed.
Code of Ethics: guidelines
 5. 12 (a) Counsellors shall not exploit clients
for purposes of personal, professional,
political, or financial gain.
 5. 12 (b) Counsellors shall not solicit
testimonials from current or former clients.
 5.5 a)Counsellors shall respect clients’
rights to refuse or withdraw consent at any
time.
Exercise
 Chose an ethical dilemma related to marketing
your services as a counsellor.
 What considerations do you need to take into
account? What are your options here? And
what needs to inform your thinking about this?
 How can you use marketing in a constructive,
ethical manner in this instance?
Some website exemplars
 http://www.perspectives.net.nz/
 https://kimspaincounselling.wordpress.com/
Sum –up
What words might you provide to other
counsellors to inform them on ethical
marketing of their services?