It is argued that both traditional school psychologists and university-affiliated psychologists are restricted from influencing change processes in schools. An alternative approach to psychoeducational change is developed whose fundamental feature involves the engagement of internally responsible socioeducational specialists by schools. (Author)

Despite the field's growth, development, and maturity, in many ways the typical psychologist in the schools in little better off than a quarter century ago. Presently school psychology positions rest primarily on the shaky bedrock of financial and legislative considerations rather than perceived need. Following marketing strategies can enhance the…