On the other hand, there is the example of a project with the main goal to reduce the environmental impact of the destruction of the Amazon forest. The project manager may request a communication intervention in order to find ways to stop the practice of starting fires (even though often farmers are not the major cause of such problems),which lead to significant forest destruction. In order to design an effective communication strategy a PCA will need to investigate the causes of the fires and probe farmers’ perceptions and rationale for starting those fires. Even if topical, to be at least partially participatory, the findings of the PCA will need to be discussed and negotiated with project management. If it is not, the whole exercise will be reduced to a top-down, one-way persuasion initiative, which is highly questionable not only from a participatory perspective but also as far as results are concerned.