Balancing Bureaucracy and Communal Values in Diffusing the Innovation Process: Strategic Communication Challenges from the Malaysian Perspectives

The transmission of agricultural messages such as innovation in settings requires good planning from a strategic communication viewpoint. Moreover, there has been call various quarters that demand holistic approach to solve this miscommunication issue. Thus, study aims understand the experiences senior officers who are charge managing knowledge and training agriculturally based organisations. In-depth interviews were conducted with experts representing local federal research-based execution agencies. data analysed thematically. interview protocol was developed literature review tested on an expert also field agriculture. findings indicate bureaucracy system negates transfer technology recipients, while communal culture presents stimuli for successful diffusion innovation. balancing values offers positive impact new recipients. results offer understanding complexity practices terms implementing phases faced by officers. To add, within context study, top-down bottom-up strategies need be realigned ensure sustainability effective Malaysia. Future research could address different scope aspects these organisations extend our in-depth at national regional levels. Keywords: Bureaucracy, values, communication, experts,