Participatory Communication Assessment (PCA)
This is the phase where issues of relevance are researched and analysed through two-way
communication methods and techniques. It is important to ensure that an open or common
space is created for dialogue between the various stakeholders to ensure a successful
outcome.
PCA can be visualized as a funnel (figure 3.1), starting wide and narrowing down to define
the key issues necessary to have a successful and sustainable change. The PCA ensures that
varied and wide issues are brought to bear for consideration, so the key issues are teased out,
allowing key and specific issues to be highlighted.
Basic steps in the PCA:
1) Understand the sociocultural context while identifying and defining key issues
(including definition of key stakeholders):
This stage is exploratory: it is not restricted to a specific area or sector but is open to
all areas and issues deemed relevant by one of the various stakeholder groups. To be
genuinely exploratory, a PCA should assess any issue deemed important by
stakeholders, including issues of global importance.
2) Create a common/public space, establish dialogue, and build trust among key
stakeholders;
Establishing a space where all stakeholders feel comfortable enough to express their
views, share their concerns, and provide their inputs on the desired change is key for
the success and long-term sustainability of any initiative.
3) Assess needs, problems, risks, opportunities, and solutions.
A number of methods and tools can be used to investigate issues of relevance. A
baseline study is a valuable tool to implement at the beginning of the communication
initiative before the situation is changed. The problem tree and solution tree can be
useful tools. One-to-one interviews and focus groups are among the most frequently
used methods of investigating key issues.
4) Prioritise key issues for change and reconcile different perceptions.
It is important to probe and triangulate the findings. This determines if the issues are
perceived and considered equally important by all key stakeholders.
5) Validate findings and define solutions/objectives.
Findings must also be compared and contrasted across the whole spectrum of relevant
stakeholders in order to achieve better and more useful validated outcomes.