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: 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 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. 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. 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 (a) Counsellors shall not exploit clients for purposes of personal, professional, political, or financial gain (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 ‎

Sum –up What words might you provide to other counsellors to inform them on ethical marketing of their services?