Meaning and Definition of Directing

Directing is said to be a process in which the managers instruct, guide and oversee the
performance of the workers to achieve predetermined goals. Directing is said to be
the heart of management process. Planning, organizing, staffing have got no
importance if direction function does not take place. Directing initiates action and it is
from here actual work starts. Direction is said to be consisting of human factors. In
simple words, it can be described as providing guidance to workers is doing work. In
field of management, direction is said to be all those activities which are designed to
encourage the subordinates to work effectively and efficiently. According to Human,
“Directing consists of process or technique by which instruction can be issued and
operations can be carried out as originally planned” Therefore, Directing is the
function of guiding, inspiring, overseeing and instructing people towards
accomplishment of organizational goals.

Directing means giving instructions, guiding, counselling, motivating and leading the
staff in an organisation in doing work to achieve Organisational goals. Directing is a
key managerial function to be performed by the manager along with planning,
organising, staffing and controlling. From top executive to supervisor performs the
function of directing and it takes place accordingly wherever superior – subordinate
relations exist. Directing is a continuous process initiated at top level and flows to the
bottom through organisational hierarchy.

It is that part of managerial function which actuates the organizational methods to

work efficiently for achievement of organizational purposes. It is considered life-
spark of the enterprise which sets it in motion the action of people because planning,
organizing and staffing are the mere preparations for doing the work. Direction is that
inert-personnel aspect of management which deals directly with influencing, guiding,
supervising, motivating sub-ordinate for the achievement of organizational goals.

Direction has following elements:

• Supervision
• Motivation
• Leadership
• Communication

(i) Supervision- implies overseeing the work of subordinates by their superiors. It is

the act of watching & directing work & workers.
(ii) Motivation- means inspiring, stimulating or encouraging the sub-ordinates with
zeal to work. Positive, negative, monetary, non-monetary incentives may be used for
this purpose.

(iii) Leadership- may be defined as a process by which manager guides and

influences the work of subordinates in desired direction.

(iv) Communications- is the process of passing information, experience, opinion etc

from one person to another. It is a bridge of understanding.

Direction has got following characteristics:

1. Pervasive Function - Directing is required at all levels of organization. Every

manager provides guidance and inspiration to his subordinates.

2. Continuous Activity - Direction is a continuous activity as it continuous

throughout the life of organization.

3. Human Factor - Directing function is related to subordinates and therefore it is

related to human factor. Since human factor is complex and behaviour is
unpredictable, direction function becomes important.

4. Creative Activity - Direction function helps in converting plans into performance.

Without this function, people become inactive and physical resources are
meaningless.

5. Executive Function - Direction function is carried out by all managers and

executives at all levels throughout the working of an enterprise, a subordinate receives
instructions from his superior only.

6. Delegate Function - Direction is supposed to be a function dealing with human

beings. Human behaviour is unpredictable by nature and conditioning the people’s
behaviour towards the goals of the enterprise is what the executive does in this
function. Therefore, it is termed as having delicacy in it to tackle human behaviour.
Nature and Characteristics of Directing
Directing is characterized by the following distinguishing features:

1. Element of management. Directing is one of the important functions of

management. It is through direction that management initiates action in the
organization.

2. Continuing function. Direction is continuous process and it continues throughout

the life of an organization. A manager never ceases to guide, inspire and supervise his
subordinates. A manager can not get things done simply by issuing orders and
instruction. He must continually provide motivation and leadership to get the orders
and instructions executed.

3. Pervasive function. Direction initiates at the top and follows right up to the bottom
of an organization. Every manager in the organization gives direction to his
subordinates as superior and receives direction as subordinates from his superior.
Direction function is performed at every level of management and in every
department of the organization.

4. Creative function. Direction makes things happen and converts plans into
performance it is the process around which all performance revolves. Without
direction, human forces in an organization become inactive and consequently physical
factors become useless. It breathes life into organization.

5. Linking function. Planning, organizing and staffing are merely preparation for
doing the work and work actually starts when managers perform the directing
function. Direction puts plans into an action and provides performance for
measurement and control. In this way, directing serves as a connecting link between
planning and control.

6. Management of human factor. Direction is the interpersonal aspects of

management. It deals with the human aspect of organization. Human behavior is very
dynamic and is conditioned by a complex of forces about which not much is known.
Therefore, direction is a very difficult and challenging function.

Principles of Directing
Directing is a complex function as it deals with people whose behaviour is
unpredictable. Effective direction is an art which a manager can learn and perfect
through practice. However, managers can follow the following principles while
directing their subordinates.

1. Harmony of objectives. Individuals join the organization to satisfy their

physiological and psychological needs. They are expected to work for the
achievement of organizational objectives. They will perform their tasks better if they
feel that it will satisfy their personal goals. Therefore, mar agreement should reconcile
the personal goals of employees with the organizational goals.

2. Maximum individual contribution. Organizational objectives are achieved at the

optimum level when every individual in the organization makes maximum
contribution towards them. Managers should, therefore, try to elicit maximum
possible contribution from each subordinate.

3. Unity of command. A subordinate should get orders and instruction from one
superior only. If he is made accountable to two bosses simultaneously, there will be
confusion, conflict, disorder and indiscipline in the organization. Therefore, every
subordinate should be asked to report to only one manager.

4. Appropriate techniques. The manager should use correct direction techniques to

ensure efficiently of direction. The technique used should be suitable to the superior,
the subordinates and the situation.

5. Direct supervision. Direction becomes more effective when there is a direct

personal contact between the superior and his subordinates. Such contact improves the
morale and commitment of the employees. Therefore, whenever possible direct
supervision should be used.

6. Managerial communication. A good system of communication between the

superior and his subordinates helps to improve mutual understanding. Upwards
communication helps a manager to understand the subordinates to express their
feeling.
 Directing – A Management Function
 Satyendra

 August 13, 2015

 7 Comments

 Communication, Directing, Disciplne, Guiding, Instructions, Management Function, Motivation.

Leadership, Supervision

Directing – A Management Function

Directing is a management function through which the management instructs, guides,

and inspires the employees by communicating with them. It also oversees the
performance of the employees for the achievement of the predetermined goals. It is the
function of leading the employees to perform efficiently, and contribute to their optimum
for the achievement of the organizational objectives. Directing is a very important
management function for every organization.

Directing is an important link with the other management functions. The functions of
planning and organizing lose their importance if the function of directing is missing in the
chain of management functions. While the functions of planning and organizing prepare
a base for action, the function of directing initiates the action in the organization.

The process of directing in the organization is not limited to initial set of instructions but
is a process which takes place on a continuous basis after it has started. Further, this
process takes place at all the levels of the management. Directing functions follows the
hierarchy of the organization which means that it begins at the top management level
and then travels downwards in the management hierarchy.

Directing consists of the process and techniques of issuing instructions for making
certain that operation are carried out as planned. It is telling the employees what to do
and seeing to it that they do to the best of their ability. The management experts have
defined this function in many ways. Some of the definitions are given below.

 “Activating deals with the steps a manager takes to get sub-ordinates and others to carry out

plans”. – Newman and Warren.

 “Directing is the inter personnel aspect of managing by which subordinates are led to

understand and contribute effectively and efficiently to the attainment of enterprise

objectives.” – Koontz and O’Donnell.

 “Directing means moving to action and supplying simulative power to a group of persons”. –

G. R. Terry

 “Direction is telling people what to do and seeing that they do it to the best of their ability”. –

Dale

 “Directing involves determining the course, giving orders and instructions and providing

dynamic leadership”. – Marshall

As a function of management, directing is useful to the organization in many ways as

given below.

 It guides and helps the subordinates to complete the given task properly and as per

schedule.
  It provides the necessary motivation to subordinates to complete the work satisfactorily and

strive to do their best.

 It helps in maintaining discipline and rewarding those who do well.

 Directing involves supervision, which is essential to make sure that work is performed

according to the orders and instructions.

 Different people perform different activities in the organization. All the activities are

interrelated. In order to co-ordinate the activities carried out in different parts and to ensure

that they are performed well, directing is important. It helps to integrate the various activities

and also helps in integrating the individual goals with organisational goals.

 Directing involves leadership that essentially helps in creating appropriate work environment

and in the building up of team spirit.

The function of directing has got the following characteristics.

 Pervasive function – Directing is required at all levels of the organization and implies issuing

orders and instructions. Besides issuing orders and instructions, every manager provides

guidance and inspiration to his subordinates. He counsels his subordinates to do his job

properly.

 Continuous activity – Directing is a continuous activity. It continues throughout the life of the

organization.

 Human factor – Directing function is related to subordinates and therefore it involves human

factor. Since human factor is complex and behaviour of the subordinates can be

unpredictable, the function of directing becomes an important function.

 Creative activity – The function of directing helps in converting plans into performance.

Without this function, employees become inactive and physical resources are meaningless.

 Executive function – The function of directing is carried out by all managers and executives

at all levels. It is the function that runs from top to down in the organizational structure.
 Throughout the working of the organization, a subordinate receives instructions from his

superiors for doing his job.

 Delicate function – The function of directing is a delicate function since it involves dealing

with human beings. Human behaviour is unpredictable by nature and conditioning the

employee’s behaviour towards the goals of the enterprise is what the manager does in this

function.

Principles of directing

Directing is a complex function as it deals with employees whose behaviour is

unpredictable. Effective directing is an art which a manager can learn and perfect
through practice. Directing has the following principles which make the directing function
effective in the organization.

 Principle of leadership – It is the ability to lead effectively and is essential for the effective

directing of the subordinates.

 Principle of communication – A good system of communication between the superior and his

subordinates helps to improve mutual understanding. Upwards communication helps a

manager to understand the subordinates to express their feeling. Through this principle the

management recognises the importance of an informal organization.

 Principle of direct supervision – Directing becomes more effective when there is a direct

personal contact between the superior and his subordinates. Such contact improves the

morale and commitment of the employees. Therefore, whenever possible direct supervision

is to be used. Hence the manager is to supplement objective methods of supervision and

control with direct personal supervision to ensure personal contact.

 Principle of direct objectives – The manager is to communicate effectively and motivate the

subordinates for most effective performance for the achievement of the objectives.

 Principles of harmony of objectives – Employees join the organization to satisfy their

physiological and psychological needs. They are expected to work for the achievement of
 organizational objectives. They will perform their tasks better if they feel that it will satisfy

their personal goals. Therefore, the manager is to guide the subordinates so that their

individual interest harmonizes with the organizational interests.

 Principle of unity of command – A subordinate is to get orders and instruction only from one

superior. If he is made accountable to two superiors simultaneously, there will be confusion,

conflict, disorder and indiscipline in the organization. Therefore, every subordinate should be

asked to report to only one manager.

 Principle of managerial communication – A good system of communication between the

superior and his subordinates helps to improve mutual understanding. Upwards

communication helps a manager to understand the subordinates to express their feeling. The

manager being the principle medium of communication, should keep lines of communication

open.

 Principle of comprehension – The communication should ensure that the recipients of the

information actually comprehend it.

 Principle of direct communication – The direct flow of information is most effective for

communications.

 Principle of appropriate techniques – The manager is to use correct direction techniques to

ensure efficiency of directing. The techniques used are to be suitable to the superior, the

subordinates and the situation.

Elements of directing

Directing function has certain elements. The important elements of directing are given
below and shown in Fig 1.

 Issuing of orders and instructions – The first element of directing function is the issuing of

orders and instructions by the superiors to the subordinates for getting the work done in the

desired manner. The orders are to be as few as possible. More orders than those that are

absolutely necessary result into the loss of independence and thus suppression of the
 initiatives of the subordinates. The orders are to be clear and brief but complete and convey

fully what is intended to be done. Such orders create confidence in the mind of the

subordinates. Further the subordinate is to have the clear understanding of the order given.

 Guiding the subordinates – Another important element of directing function is the guiding of

the subordinates. The subordinates are to be guided to the proper method of work. The

proper guidance orients the employee towards the organization. This orientation is

necessary for them to accomplish the objectives of the organization.

 Supervision – In order to see that the work is done according to the instructions, the superior

must observe the activities of the subordinates. Supervision is an important component of

the function of directing. It is done to ensure that the performance of the subordinates

conforms to the plans and contributes to the attainment of the organizational goals.

Supervision is done at all the levels of the management. However, supervision is more

important at lower levels.

 Leadership – Leadership is the ability to persuade and motivate others to work in a desired

way for achieving the goal. Thus, a person who is able to influence others and make them

follow his instructions is called a leader. Leadership is the process, which influences the

people and inspires them to willingly accomplish the organizational objectives. The main

purpose of managerial leadership is to get willing cooperation of the employees in pursuit of

the goals. Appropriate and inspiring leadership alone can influence the subordinates to better

their performances.

 Motivation – Motivation is one of the important elements of directing. Motivation of the

employees is one of the most challenging problems for the management. It has to induce the

employees to utilize their talent and skill to contribute to the organizational goal. It creates in

men, the willingness to work whole-heartedly for attaining objectives. Issuance of proper

instructions or orders does not necessarily ensure that they will be properly carried out. It

requires manager to inspire or induce the employees to act and get the expected result. It is

the force that inspire a person at work to intensify his willingness to use the best of his

capability for achievement of specify objectives. It may be in the form of incentives like
 financial (such as bonus, commission etc.) or, non-financial (such as appreciation, growth

etc.), or it could be positive or negative. Basically, motivation is directed towards goals and

prompt people to act.

 Maintenance of discipline – Discipline is an important element of directing function. Proper

discipline is required to be maintained in the organization for the orderly behaviour of the

employees.

 Communication – Communication is the core of direction. It is through the communication

net-work that a manager instructs his subordinates as to what they should do and how they

should do it. Communication refers to the process by which a person (known as sender)

transmits information or messages to another person (known as receiver). Proper

communication results in clarity and securing the cooperation of subordinates. Faulty

communication creates problems due to misunderstanding between the superior and

subordinates. The subordinates must correctly understand the message conveyed to them.

Communication does not always flow from manager to subordinate. It can also be from a

subordinate to the manager. It is a two way process.

Fig 1 Elements of directing