Two questions are explored related to the image of doctoral school psychology: (1) Why does doctoral school psychology not have parity with the specialties of clinical and counseling psychology? and (2) How could doctoral school psychologists market their skills such that school districts would hire them to do a greater variety of activities to promote educational and mental health in the schools. School psychologists have a tremendous array of skills that are underutilized as many constituents are not aware of them. In order to solve this image problem, school psychologists need to: (1) conduct marketing research with main constituencies such as parents of children with and without handicaps, school administrators, regular and special education teachers, secondary school students, and other mental health professionals; (2) regularly assess the quality of services; (3) be better at assessment; (4) divide specialist training into secondary and elementary school psychology; (5) offer stress reduction and referral services to teachers; (6) collaborate in designing and implementing school-wide programs that enhance school safety, regular education outcomes, and prosocial behavior on the part of children and adolescents. (JBJ)