The term innovation is increasingly being used as a way for humans to survive in a living system that continues to change very quickly. Innovation encourages people to maximize their potential so that they are able to provide solutions. Likewise, people in rural areas who innovate by utilizing regional potential and superior commodities, as well as through support in the form of funds, training, and cooperation. This study applies the concept of innovation readiness where innovation communication plays an important role in the development of innovation in rural areas. The research methodology is qualitative by selecting case studies in the Responsive Innovation Fund program-assisted areas, specifically in Buleleng, Klungkung, and Tabanan. The results of the study found that innovation communication can evaluate how the clusters interactions by considering political, economic, technological and social factors. In addition, innovation communication must be planned, implemented, and evaluated for innovation to be sustainable. Finally, innovation communication can identify the role of the leader in the innovation system.

Keywords: innovation communication, cluster orientation, leadership