"PRCA was developed as an alternative to traditional communication research approaches. It is a participatory communication research methodology used for the involvement of rural people in the identification of the essential ingredients for the design of effective communication strategies for development. PRCA is used for creating dialogue with groups in rural communities in order to identify and analyse their problems and needs; their existing knowledge and practices; their feelings and attitudes; as well as their perceptions of the development issues under investigation. PRCA is also used to ascertain the characteristics of the different groups in a community and assists to map their existing patterns and networks of communication..."

"PRCA is built on a number of principles similar to other rural appraisal methods, which endeavour to be participatory. These principles have been tested in the field and found to be effective. They therefore constitute the criteria for measuring the effectiveness of any PRCA with the people."

These principles are:

• Participation
• Reversal of Learning
  The rural people often have considerable knowledge about their problems and the possible solutions although they may not appreciate the enormous power that this knowledge can yield for them.
• Sharing
• Gender Sensitivity
• Optimal Ignorance
  This means that facilitators in a PRCA should not attempt to learn everything about the community but just what is necessary for them and the people to decide on specific future action.
• Rapid but Relaxed
• Flexibility and Adaptability
• Fieldwork
  PRCA forces the project team into the field to talk with the people in their own settings.
• Triangulation/Cross-checking
  According to the SADC Centre of Communication for Development and FAO, the biggest advantage of PRCA is that it is conducted in the open where all present can look at the results and agree or disagree on their correctness.

"PRCA is most effective if it is carried out at the same time the development project is being defined with the community. However, PRCA can also be carried out at any point of the project cycle to formulate a communication programme to initiate or improve dialogue between development workers and the people to ensure that project aims and activities are relevant to the people’s needs, problems and capabilities."

PRCA in the Project Cycle

Click here for more information [PDF].