Marketing Counselling in New Zealand: The Images of Practice
The discourse of counselling includes such terms as caring, helping, empathising, guiding, empowering and facilitating growth. These terms do not sit easily alongside those associated with the discourse of marketing -products, promotion and profit. Nevertheless, many counsellors are now working in a market environment in which they must advertise and sell their services. The ways they market those services have the potential to affect the meaning of counselling. In this paper, I use an exploratory study of one marketing device, counselling brochures, to discuss their influence on current definitions and images of New Zealand counselling.