A primary responsibility for directors of college and university counseling centers is to explain to various audiences the multiple ways such units are of value to their institutions. This article reviews the history of how counseling center directors have been encouraged to develop and describe the work of their centers. Often overlooked are the contributions that counseling centers make to institutional recruitment, retention, and risk-management activities. Research that demonstrates the relationship between counseling centers and each of these functions is reviewed and some recommendations for counseling center directors are offered.