In discussing the current status and role of the admissions counselor, the author maintains that the admissions officer, if he is to function effectively as the college's educational emissary, must have a thorough understanding of the curriculum and must either serve on curriculum committees or have faculty status. He deplores the fact that this is not so in many institutions, and cites many examples of how an admissions officer is neglected in certain decisions concerning admitting students and how he is subjected to pressures by various groups. The admissions officer can contribute positively to the organization of college orientation programs, and he should have a say in college publications. He should also be given more authority and should participate in central administrative committees. Moreover, he can increase his influence in his college through active involvement in national and regional organizations. Finally, through the use of data gathered from test sheets, interviews and surveys, the admissions officer can provide valuable information on curriculum choices and academic planning. (Author/SE)