RURAL AREAS HAVE UNTAPPED POTENTIAL IN THE ROLE OF DEMONSTRATING, EXPERIMENTING, AND PIONEERING NEW GOALS, PHILOSOPHIES, AND METHODS IN THE MENTAL HEALTH FIELD. GOALS IN DEVELOPING SERVICES ARE TO EXTRACT FROM CLINICAL MODELS THOSE THERAPEUTIC INGREDIENTS THAT CAN BE USED BY ALL RELEVANT MENTAL HEALTH PROFESSIONS AND, IF POSSIBLE, BY ANY EXISTING COMMUNITY RESOURCES. AN ILLUSTRATIVE DISCUSSION IS BASED ON NEW MEXICO'S PROGRAM IN COMMUNITY MENTAL HEALTH CONSULTATION, THE AIM OF WHICH IS TO PROVIDE EXPERT MENTAL HEALTH CONSULTATION TO ONGOING COMMUNITY SERVICES, TO PARTICIPATE IN PROFESSIONAL AND PUBLIC EDUCATION, AND TO CONDUCT COMMUNITY ORGANIZATION ACTIVITIES. RURAL COMMUNITY EXPECTATIONS ABOUT SPECIFIC PROFESSIONAL PRACTICES ARE AMBIGUOUS. THEREFORE, MENTAL HEALTH PROGRAMS SHOULD ENCOURAGE COMMUNITY PARTICIPATION, SHOULD BE UNDERSTOOD BY THE COMMUNITY, AND SHOULD AVOID TOO MUCH SPECIALIZED HELP. HELPING TROUBLED PEOPLE IN RURAL COMMUNITIES IS A DIRECT PROCESS WHICH IMPLIES THAT TO HAVE AN IMPACT ON YOUTH, PROGRAM CONSULTANTS SHOULD WORK WITH THOSE WHO WORK WITH YOUTH. THEY SHOULD EMPHASIZE SIMPLICITY, FLEXIBILITY, AND WARMTH. THE READINESS OF THE RURAL COMMUNITY TO ACCEPT INNOVATION IS ANOTHER FACTOR THAT SHOULD ENHANCE THE CHANCES OF SUCCESS OF A WELL-PLANNED MENTAL HEALTH PROGRAM. THE COMMUNITY CONSULTANT APPROACH IS ILLUSTRATED BY TWO PROJECTS-- THE LAS CRUCES, NEW MEXICO PROJECT, WHERE NONPROFESSIONAL COMMUNITY PROJECT LEADERS WERE TRAINED, AND A RURAL PROJECT IN EASTERN NEW MEXICO, WHICH CONCENTRATED ON PROVIDING SERVICES TO SMALL, WIDELY SEPARATED COMMUNITIES. A STUDENT EXCHANGE PROGRAM SHOULD BE CONDUCTED BETWEEN RURAL AND URBAN YOUTH. THE RURAL YOUTH WOULD OBTAIN A MORALE BOOST FROM KNOWING THAT SOMEONE WAS LIVING IN HIS COMMUNITY TO GAIN A SPECIAL EXPERIENCE, AND HE WOULD ADJUST BETTER IF HE LATER MOVED TO AN URBAN SETTING.