The community is taking part in the search to find the 96-year-old who has been missing for around 12 hours in the town.
A helicopter has been sited over the town this evening, with reports of its circulating over the Promenade and Watergate.
Other Brecon locals have reported seeing Mid and West Wales Fire and Rescue Service searching the river Usk.
Rita, who may be wearing a fleece jumper with a leaf design, and is thought to be travelling on foot, was last seen at 10.20am today - Saturday, February 26 - and is understood to live in the town centre.
The online reaction to help find Rita has been incredible, with various residents coordinating where they have searched and offering to help on the Brecon and Surrounding Areas Facebook Group.
Brecon and Radnorshire’s MP Fay Jones has also shared the appeal to find Rita online.
One resident posted encouraging everyone to check their gardens and outbuildings for Rita.
They said: “As you may see, there is a missing woman in Brecon - Rita.
“Please tag your friends and can you all search your properties, sheds, buildings and gardens and any CCTV. Let’s get Rita home.
“Brecon’s a great community with great people. Please check your garden etc.”
The force, who has been working all evening to help find the elderly woman, said they are “concerned for her welfare” and encouraged anybody who has seen her to get in touch.
If you have seen Rita or if you have any information on her whereabouts, contact Dyfed-Powys Police quoting Ref: DP-20220226-221:
- Phone: Call 101
- Text: Text the non-emergency number 07811 311 908 if you are deaf, hard of hearing or speech impaired.