The exchange of information between society and agriculture regarding topics such as animal welfare, subsidies or the use of pesticides is often difficult. The Chamber of Agriculture in Lower Austria has the aim to enable more farmers to be more active in communicating to society. However, the difficulty is to decide who is a good communicator of farmers in Lower Austria, who wants to act as an ambassador and an opinion leader, and what is the best way to identify these people. First of all, the role of opinion leaders in terms of interpersonal communication was checked. With the help of a written survey, the share of opinion leaders out of two different groups of farmers from Lower Austria was tracked down. The two groups are formed by farmers who participate in special programs of the agricultural chamber in Lower Austria, such as „Schule am Bauernhof“ or „Seminarbäuerinnen“, and non-participants. The method used was the method of self-informing, because it can be relatively easy applied, it is inexpensive and shows a high reliability. Additionally, the involvement, the personal influence potential and some questions regarding the range of offers by the Chamber of Agriculture of Lower Austria were requested. This thesis also answers the question, whether or not persons with higher rates of opinion leadership are better ambassadors for the requests of the agricultural chamber. The survey results show a very high number of opinion leaders, with high involvement and an average personal influence potential. However, only a small number of respondents sees themselves in the role of ambassadors, mainly due to time constraints.