The legitimacy of international criminal trials is not automatic: it is conditional upon endorsement by local communities. If the very communities involved do not 'feel' a sense of justice, these trials would not only contribute little to the post-conflict peace process, but also create a backlash against these international courts and tribunals, tarnishing the image of international criminal justice. Despite its critical importance, this image management process is still at the stage of trial and error. The first outreach programme, established by the International Criminal Tribunal for the former Yugoslavia (ICTY), has been fighting a losing battle against the Tribunal's poor image in the former Yugoslavia region. In contrast, the Special Court for Sierra Leone (SCSL) has been highly praised for promoting a holistic experience of 'just'. What causes these differences, and what could be learnt from them? After comparing the various undertakings by these two ad-hoc tribunals - in terms of outreach strategies, press strategies and resource management - this paper draws three lessons for the permanent International Criminal Court (ICC): gaining acceptance, smoothing communication and boosting judicial efficiency.