DIRECTING

OBJECTIVES
1. Explain the meaning of directing.
2. Discuss nature, elements and principles of directing.

INTRODUCTION
Directing is a very essence of management. It is the important element of management without
which nothing in the managerial process can be successful.
Directing helps to create an appropriate work environment that facilitates efficient discharge
of duties to the employees.
Directing and leading comprise the managerial functions of guiding, overseeing and leading
people.
The primary function of directing is to deal with human elements to build personal
relationships.
Directing is concerned with directing human efforts towards organizational goal achievements.
The success of these directional efforts determines the satisfactory or unsatisfactory
performance within the organization. Thus, directing is the function the will test the managerial
capability in running the organization.

Definition:
According to Haimann: “Directing consists of the process and techniques utilized in issuing
instructions and making certain that operations are carried on as originally planned.”

According to Koontz and O’Donnel:

“Direction is the interpersonal aspect of managing by which subordinates are led to
understand and contribute effectively to the attainment of enterprise objectives”

According to Urwick and Brech:

“Directing is the guidance, the inspection, the leadership of those men and women that
constitute the real course of responsibility of management.”

Direction focused on:

1. To ensures that sub-ordinates do their work.
2. The subordinates do it well not only according to plan but also as per the expectation
of management in order to achieve the goals.
3. To develop interpersonal relations in a group.

NATURE OF DIRECTION
Directing is the heart and soul of management. Without directing management may come to
stand still.
1) Important function of management: Any amount of planning, organizing & staffing can be
done with proper direction. Responsibility for attaining the objectives must be guided and
directed for truthful result.

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 2) Performed by all levels of management: Direction function is performed by top level,
middle level or low level. Every superior is expected to provide guidance and direction to
those who lose to him for such direction.
3) Continuous process: - It is an unending process. It goes with work. As long as work is
there direction is there.
4) Result oriented: -
a) To get the work done.
b) To see the management work more responsibly.
The manager’s job is not only to see that the work is completed according to him and proper
direction is provided but he has to ensure that the problems faced by men are solved without
delay.
5) Provides link between different management functions: It provides effective link in
planning, organizing, staffing in the organization with proper control.
6) Involvement of human relationship: Directing creates co-operation & harmony among the
members of the group.

IMPORTANCE OF DIRECTION
Direction is described as the heart of the management process. It is the life spark of an
organisation which sets the organizational machine into motion. Thus direction is an important
function of management on account of following reasons.
1) Direction initiates action: Management through direction conveys and motivates individuals
in the organisation to function in the desired way to achieve organisational objectives in the
absence of direction.
2) Direction integrates an effort of employees in order to achieve organisational objectives
interrelated activities of all the employees need to by systematically integrated which is done
through direction.
3) Direction attempts to get maximum from individuals: Individuals in the organisation have
enough potentialities and capabilities, which can be used through proper motivation leadership
and communication which are the elements of direction.
4) Direction facilities changes in the organisation: Organisation is described as a subsystem of
a social system, hence any change in the social system, has to be accommodated by the
organisation by changing itself. In order to accept and implement these changes management
has to motivate the employees affected by these changes, which is the essential part of
direction.
5) Direction provides stability and balance in the organisation: Direction through effective
motivation communication and leadership provides stability in the organisation and helps in
maintaining balances between different departments in the organisation. Hence the
organisation can function efficiently and effectively over a long period of time.

Thus direction stands out as an important function of management. It has also been observed
that there is a high correlation between direction and work performance.

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PRINCIPLES OF DIRECTON
1) Principle of Harmony of objectives: The direction is effective only when the individual
objectives are harmonized with group activities. Directing is regarded as essential in
personnel management directing helps all the members to satisfy their personal goals
as well as organizational goals.
2) Principle of efficiency: The executive should try to motivate sub-ordinates to increase
performance & attain objectives at minimum cost; otherwise direction will be
ineffective.
3) Principle of unity of command: Command must be come from only one executive or
one superior. Workers come to know from one of the executives what to achieve & how
to achieve. If there is no unity of command there will be a duplication of work.
4) Principle of direct supervision: Direct supervision and advice by the executive will
boost the Morale of the workers. This makes the atmosphere trustworthy in the
organization.
5) Principle of communication: A good system of communication between executives &
sub-ordinates ensures the success. Effective communication serves as an instrument of
direction, supervision & advice.
6) Principle of leadership: Everyone wants a good executive who is interested in the work
& who is interested in solving problems faced by workers. Good leadership will lead
to cooperation, co-ordination & confidence in the working force.

ELEMENTS OF DIRECTION
1) Motivation: Employees come forward to work in any organization to satisfy their needs.
Motivation relates to continuous attempt made by executives to influence on the
behavior without any force.
2) Leadership: Leadership is essential aspect of directing. Inspiring leadership act as a
spark plug for lightening the efforts and a desire to work in sub-ordinates. The success
depends upon good quality leaders.
3) Communication: It creates mutual understanding between management & other
members of the organization. The manager should explain in simple and clear terms
what to do, how to do & whom to do to the workers. Modern management needs
effective communication as well as active participation by all the members.
4) Co-ordination: It is the essence of management. It is the duty of manager to co-ordinate
all the activities within the organization. Co-ordination will lead to unity of direction.
5) Supervision: The supervision means a job of sub-ordinate is supervised by the superior.
It is essential part in directing. It is to be done at all levels of management from top to
bottom. He gives instructions and guide to the people for attaining the objectives. The
supervisory management supervises the workers for solving their problems.

SUMMARY
Direction consists of the process and techniques to issue orders and instructions to the
subordinates to achieve goals in prescribed time limit. It also aims in to carry the operations as
per plan.
Nature of direction:

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 • Important function of management
• Performed by all levels of management
• Result oriented
• Continuous process
• Acts as a link between management functions

Principles of Directing:
• Principles of efficiency
• Principle of communication
• Principles of leadership
• Principle of command
• Principle of supervision.

Elements of direction:
• Motivation
• Leadership
• Communication
• Co-ordination
• Supervision