This research explores the perception and practice of participatory communication for development. To this end, the study focuses on a leading local Non-Governmental Organisation (NGO) named Organisation for Rehabilitation and Development in Amhara (ORDA), Ethiopia. This qualitative case study was based on the participatory development communication model which has been assumed to bring about sustainable socio-economic change of a country (Melkote & Steeves, 2001; Mefalopulos, 2008; Servaes, 2008). The data were collected using in-depth interviews, Focus Group Discussion (FGD), document analysis and field observation. The collected data were organised and analysed in the form of content and thematic analysis. The results revealed economic oriented and top down approach to development communication as the dominant conceptions, and majority of the research participants perceived the concept ‘participation’ as mere contributions of labour and materials which are not real participation, but co-option. Only a few of the management members of ORDA conceptualized the idea of ‘participation’ as an empowerment process in which the organisation’s official document is also stated. Besides, the results showed no genuine participation of the local community in ORDA’s development process. Generally, these results could lead us to conclude that participatory communication was the missing link in the development process. That is, communication was perceived as a transmission of development information and an image building activity, not a process of empowerment. The major communications practices of ORDA were also best described as one-way top down which could reveal the legacy of modernisation and dependency theories of the development literature. The study further indicated pressing factors such as individual, organisational and environmental related affecting the implementation of ORDA’s participatory development communication. The results of study further indicated that participatory development communication was not used a means of liberation from the chain of poverty, dependency syndrome and other underdevelopment problems which deeply persist in the region. Based on the findings, the study commends the mainstreaming of participatory development communication both at the perceptual and practical level for achieving sustainable development in rural Amhara region, Ethiopia. / D. Litt. et Phil. (Communication) / Communication