TPC Journal-Vol 10- Issue 1

74 The Professional Counselor | Volume 10, Issue 1 particularly inclined to employ creative marketing strategies in order to convince potential learners to shift their paradigm from brick-and-mortar institutions as the only source of higher education to online institutions (OnlineUniversities.com, 2013). The unintended consequence is that this approach often fosters a customer–business relationship that can, at times, be counterproductive to the student– faculty/supervisee–supervisor relationship. In the face of critical evaluations of their professional comportment and skill development, students will oftentimes interject commentary about the price of the degree and their expectations that they will complete their academic programs primarily because of the money invested in that education. We have found that what sometimes exacerbates this dynamic is a racially charged climate, and many students, especially students who are traditionally marginalized, are suspicious of faculty members’ motives for identifying student development needs. This is a challenge for online programs where, for much of their academic program, students only have a one-dimensional (i.e., faculty member’s written word) understanding of their faculty and administrators. Finally, because of this largely one- dimensional perception, it is more challenging to develop relationships with these students. Focusing on the relationship with students and being relationally oriented is essential. Faculty and administrators, in their efforts to attract, develop, and retain students, should be focused on relationship building at every opportunity, thereby creating an academic environment where students are clear about the expectations of the academic and professional practice community and understand the range of consequences for behavior that is outside those expectations. Summary Distance counselor education programs and counselor educators pay as much attention to students’ selection, development, and retention as traditional programs, often within a context of general skepticism about the ability to adequately train counseling students at a distance. However, as distance counselor educators, we are committed to educating counselors and counselor educators in this arena because of our commitment to access and opportunity for students and the communities they serve. We believe in all the essential ways that online education is the true equalizer for non- traditional and traditionally marginalized students, and broad-access admissions policies provide us with a vehicle to increase access. Being successful in this arena requires a commitment from program faculty, program administrators, and other university administrators. It also requires us to understand the needs of the online student population and commit to systematic ways of developing the adult learner while acknowledging and employing the individual student’s experiences as assets to the developmental process. Although we may employ technology to a greater degree than our colleagues in traditional education settings, we put the professional standards of quality and ethical practice, community and relationship building, and student academic and skill development as the foundation for all activities related to selection, development, and retention. Conflict of Interest and Funding Disclosure The authors reported no conflict of interest or funding contributions for the development of this manuscript.