TPC_Journal Digests_Volume_2_Issue_1

Respondents mostly believed that common knowledge was responsible for their understandings of professional counselors. Common knowledge included word of mouth contact, misinformation from media, and personal experiences. Word of mouth contact was operationalized as information shared by friends and family members. Media sources also were identified to be cogent in respondents’ concept formations. Respondents particularly mentioned the contribution of radio, newspapers, television, and movies. However, no matter how insignificant the interaction, respondents preferred personal encounters or those of close friends, more so than media or other sources in their concept formations. We believe that the findings of this study have applications both on macro levels for leaders in professional counseling organizations and also on micro levels for professional counselors generating positive perceptions of their services for the public as well as for university students. Specifically, we interpret our results as a clarion call to the American Counseling Association (ACA), the American Mental Health Counselors Association (AMHCA), and the National Board for Certified Counselors (NBCC). The role of professional counseling organizations is to advance the profession— and our data suggests that much more needs to be done to create a positive image for the counseling profession. The authors believe that professional counseling advocacy activities should include contact with producers, directors, writers, and other influential individuals in Hollywood as scripts are generated. The same advocacy can occur with school newspapers, web sites, circulars, and other sources of “common knowledge.” The local media should be utilized to portray positive messages about what professional counselors are and benefits of service utilization. However, no matter how insignificant the interaction, respondents preferred personal encounters or those of close friends, more so than media or other sources in their concept formations. TPC Digest