DIRECTING

Directing refers to giving instructions, guidance and motivation to the staff in an organization
to work efficiently in order to achieve organizational goals. Directing is a key managerial
function performed by the manager along with planning, organizing, staffing and controlling.
Directing is a continuous process initiated at top level and flows to the bottom through
organizational hierarchy.

According to Marshall, “Directing involves determining the course, giving orders and
instructions and providing dynamic leadership”.

Nature of Directing

I. Pervasive Function: - Directing is required at every level in an organization. every

manager provides guidance and inspiration to his subordinates. It is to be performed from
top level to lower level in the organization.

II. Executive Function: - Directing is an executive function. The guidance and instructions
are given by all managers and executive at all levels throughout the working of an
organization. A subordinate always gets instructions from his superior only.

III. Human Factor: - Directing function is related with human beings. It relates to guiding
and inspiring subordinates. And since human behaviour is complex and unpredictable,
Direction function becomes all the more important.
 IV. Continuous Activity: - Directing is a continuous activity as it continues throughout the
life of an organization. The mangers has to give direction to his subordinates, guide and
motivate them continuously so that the desired goals can be achieved.

V. Creative Activity: - Directing function helps in converting plans into performance. A

manager needs to have a creative and innovative thinking so that he can guide and
motivate his subordinates in such a way, that it leads to realization of organization
objectives. Without directing, employees become inactive

VI. Flow from Top to Bottom Level: - Directing functions includes providing instructions
to the subordinates. Directing flows from top to bottom. It starts with top level
management and ends with subordinates at the lower level.

VII. Facilitates Co-ordination: - Directing brings harmony among employees and balance
between all the activities of an organization. A good system of communication between
the superior and his subordinates helps to improve coordination. Upwards communication
helps a manager to understand the subordinates’ feelings.

VIII. Dual Objective: - Direction helps to achieve dual objectives of an organization. On the
one hand it aims at getting things done by the subordinates and on the other hand, it
provides an opportunity to the managers to prove their leadership qualities.

IX. Psychological Factor: -Directing function is directly related to an individual working in

the organization. Directing function deals with human behaviour which varies from
individual to individual and is unpredictable. Leader has to take care of feelings, emotions,
 etc. while giving direction to the subordinates. The manager has to take care that the
feelings and emotions of any employee do not get hurt.

Importance of Directing

Direction is described as the heart of the management process. It is the life spark of an
organization which sets the organizational machine into motion. Direction function is
important because of the following reasons:

I. Direction initiate’s action: Management through direction motivates individuals in

the organization to function in the desired way to achieve organizational objectives. In the
absence of direction no one can understand what he is supposed to do and whether he
is doing it in the right way or not.

II. Integration of objectives: Direction helps in integration of personal goals with the
organizational goals. Employees are made to know as how the achievement of
organizational goals will help in fulfilling their personal goals as well. Thus, Employees feel
motivated to achieve their personal goals through achieving organizational goals.

III. Direction facilities change in the organization: Changes in the work system are
disliked by the employees and they always resist it. Any changes in the business
environment may necessitate changes in the organization as well. Resistance to change
can be avoided through proper direction. 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. For example, a company wants to introduce computerization,
employees will hesitate to accept it as they may lose their jobs since they don’t know how
to handle the computers. Here leadership plays an important role. Leaders can
 communicate employees that they will be given training to use computers and also there
will be no loss of jobs.

IV. Direction provides stability and balance to the organization: Direction through
effective motivation communication and leadership provides stability to the organization
and helps in maintaining balance between different departments in the organization.
Hence the organization can function efficiently and effectively over a long period of time.
For example, a sales Manager is of the opinion that the price of a product be reduced so
that more orders can be generated whereas, General Manager does not hold the same
opinion. In such a situation, directing function may try to balance both the opinions by
instructing and guiding say, the Sales Manager to find out other ways of increasing sales.
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.

Principles of direction

The principles of direction have been shown in fig 1 below. Principles of direction serve as a
guide as to what is to be observed while directing. These principles are:
 I. Principle of Harmony of objectives: principle of leadership Direction should bring
harmony between the individual and organizational objectives. Directing is regarded as
essential in personnel management as it helps all the members to satisfy their personal
goals through organizational goals.

II. Principle of efficiency: Direction should bring efficiency to the operations. Leaders should
try to motivate sub-ordinates to increase performance & attain objectives at minimum
cost by avoiding wastages.

III. Principle of unity of command: Command must come from only one executive or one
superior. Workers must come to know from only one executive as to what to achieve &
how to achieve. If there is no unity of command there will be duplication of work leading
to confusion and chaos.

IV. Principle of direct supervision: The superior should directly supervise his subordinates.
It boosts the morale of the subordinates. This also makes the atmosphere trustworthy in
the organization.

V. Principle of communication: A good system of communication between executives & sub-

ordinates ensures success. Effective communication serves as an instrument of direction,
supervision & advice. Leader should maintain an effective system of communication
within the organization. It also helps clear misunderstandings.

VI. Principle of leadership: Good leadership ensures cooperation, co-ordination & confidence
in the work force. Direction should provide leadership for guiding employees in their work
and also timely solution to the problems faced by them.
Elements of Directing