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This chapter looks at how nongovernmental organization (NGO) professionals think about, plan, select, and produce appeals and campaigns. Drawing on interviews with NGO practitioners, it discusses how professionals account for their communications practices and how their understanding of their organizations’ goals, structures, and values, and the conditions within which they operate, shape their decisions about how to communicate distant suffering and appeal to the public. The discussion is structured by the three types of relationship represented by the ‘humanitarian triangle’: (1) NGO-public; (2) public-beneficiaries; (3) NGO-beneficiaries. It concludes by discussing some of the consequences of NGOs’ employment of ‘intimacy at a distance’ in their communication, NGOs’ emphasis on creating comfortable and non-threatening relations with the public, and the implications of their communication’s over …