ABSTRACT
This chapter examines issues of visibility in communication for development (C4D). Based on a qualitative analysis of the institutional histories of communication in four UNICEF offices, generated as part of a larger research project that addressed the challenges of evaluating C4D via action research approaches, the chapter examines the contextual factors and historical legacies that influence the nature of C4D thinking and practice within the organisation today. Our analysis reveals that C4D teams face internal and external pressure to produce work that “looks good” in the eyes of key decision-makers in order to secure the resources required to “do good”. The analysis provides strategic lessons for the development of institutional contexts conducive to communication for development.
