In rural areas where life is slower but social problems tend to be deeper there is a need for urgent, pro-active and professional area-orientated development decisions. Due to challenges posed to agriculture by economic globalisation and sustainable development, both theoretical and applied scientific research is necessary for improving agricultural and rural development policies as well as their management. It should be highlighted that the demand for professional and innovative activities is significantly higher in rural development compared to the other sectors. The aim of this research is to explore the role and the functions of rural development administrators in rural institutions. The methodology of this research is based on the positive research paradigm, analysis of content and descriptive analysis, empirical study methods, logical and systematical reasoning, abstract and other methods. In order to assess the role of rural development administrators, three groups of experts (professionals, NGO and leaders of government organisations) were selected. Their opinions enabled the comparison of assumptions regarding the behaviour of rural development administrators as well as their participation in the process of rural development. The findings are expected to be useful for local, regional and national rural development policy makers and other actors inter-ested in management of rural development innovations in public sector.