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The article starts with the theoretical definitions of various concepts (rural space, endogenous approach to the rural development, the actor operating in the particular locality for its development). Concerning the know-how of the rural/local actor, the information acquired also through extension service takes important position there. The methodological approach explains the use of sociological methods and techniques employed in research in two localities. This is continued by the analysis of the data gathered. The conclusions of the paper evaluate the knowledge from the group interviews and discuss the necessity of establishing an "institute" the task of which would be to provide and roof the extension service and the sufficient information level for the local, often rural actors. These actors then would use such information/extension service not only for a more efficient development of their localities, but also for a higher valorisation of their efforts in the "animation" of the rural localities.