#7 Directing

Directing
In the ordinary sense, directing means giving instructions and guiding

people in doing work. In our daily life, we come across many situations
like a hotel owner directing his employees to complete certain activities
for organising a function, a teacher directing his student to complete an
assignment etc. In these situations, we can observe that directing is
done to achieve some predetermined objective.
In the context of management of an organisation, directing refers to the

process of instructing, guiding, counselling, motivating and leading
people in the organisation to achieve its objectives.
The main characteristics of directing are discussed below:
(i) Directing initiates action: Directing is a key managerial function. A
manager has to perform this function along with planning, organising,
staffing and controlling while discharging his duties in the organisation.
While other functions prepare a setting for action, directing initiates
action in the organisation.
(ii) Directing takes place at every level of management: Every manager,

from top executive to supervisor performs the function of directing.
The directing takes place wherever superior – subordinate relations
exist.
(iii) Directing is a continuous process: Directing is a continuous activity.
It takes place throughout the life of the organisation irrespective of
people occupying managerial positions. We can observe that in
organisations like Infosys, Tata, BHEL, HLL and the managers may
change but the directing process continues because without direction
the organisational activities can not continue further.
(iv) Directing flows from top to bottom: Directing is first initiated at top
level and flows to the bottom through organisational hierarchy It means
that every manager can direct his immediate subordinate and take
instructions from his immediate boss.
Importance of Directing.
The importance of directing can be understood by the fact that every
action in the organisation is initiated through directing only. Directing
guides towards achievement of common objectives. Through directing,
managers not only tell the people in the organisation as to what they
should do, when they should do and how they should do but also see
that their instructions are implemented in proper perspective.
The points which emphasise the importance of directing are presented as
follows:
(i) Directing helps to initiate action by people in the organisation towards
attainment of desired objectives. For example, if a supervisor guideshis
subordinates and clarifies their doubts in performing a task, it will help the
worker to achieve work targets given to him.
(ii) Directing integrates employees' efforts in the organisation in such a way

that every individual effort contributes to the organisational performance.
Thus, it ensures that the individuals work for organisational goals. For
example, a manager with good leadership abilities will be in a position to
convince the employees working under him that individual efforts and
team effort will lead to achievement of organisational goals.
(iii) Directing guides employees to fully realise their potential and
capabilities by motivating and providing effective leadership. A good
leader can always identify the potential of his employees and motivate
them to extract work up to their full potential.
(iv) Directing facilitates introduction of needed changes in the

organisation. Generally, people have a tendency to resist changes in the
organisation. Effective directing through motivation, communication
and leadership helps to reduce such resistance and develop required
cooperation in introducing changes in the organisation
(v) Effective directing helps to bring stability and balance in the
organisation since it fosters cooperation and commitment among the
people and helps to achieve balance among various groups, activities
and the departments.
Principles of Directing
Providing good and effective directing is a challenging task as it involves
many complexities. A manager has to deal with people with diverse
background, and expectations. This complicates the directing process.
Certain guiding principles of directing may help in directing process.
These principles are briefly explained below:
(i) Maximum individual contribution:This principle emphasises that
directing techniques must help every individual in the organisation to
contribute to his maximum potential for achievement of organisational
objectives. It should bring out untappted energies of employees for the
efficiency of organisation.
(ii) Harmony of objectives: Very often, we find that individual objectives

of employees and the organisational objectives as understood are
conflicting to each other.
(iii) Unity of Command: This principle insists that a person in the
organisation should receive instructions from one superior only. If
instructions are received from more than one, it creates confusion,
conflict and disorder in the organisation. Adherence to this principle
ensures effective direction.
(iv) Appropriateness of direction technique: According to this principle,

appropriate motivational and leadership technique should be used
while directing the people based on subordinate needs, capabilities,
attitudes and other situational variables. For example, for some people
money can act as powerful motivator while for others promotion may
act as effective motivator.
(v) Managerial communication: Effective managerial communication
across all the levels in the organisation makes direction effective.
Directing should convey clear instructions to create total understanding
to subordinates. Through proper feedback, the managers should ensure
that subordinate understands his instructions clearly.
(vi) Use of informal organisation: A manager should realise that

informal groups or organisations exist within every formal organisation.
He should spot and make use of such organisations for effective
directing.
(vii) Leadership: While directing the subordinates, managers should
exercise good leadership as it can influence the subordinates positively
without causing dissatisfaction among them.
(viii)Follow through: Mere giving of an order is not sufficient. Managers

should follow it up by reviewing continuously whether orders are being
implemented accordingly or any problems are being encountered. If
necessary, suitable modifications should be made in the directions.
Elements of Directing
Supervision: It is an element of direction. It can be understood as a
process as well as the functions performed by supervisor. Supervision is
very important as it isclosely linked to overseeing the work, guiding and
ensuring thattargets are met by workers and employees.
Motivation: Motivation is the process of stimulating people to action to
accomplish desired goals of organisation. It is an internal feeling of an
individual and leads to goal directed behaviour. Motivation is mainly
based on needs of individuals. It helps individuals and groups in the
organisation for improved performance. Managers offer incentives to
employees both financial and non-financial. Financial incentives are
monetary and may be in the form of salary, bonus, profit sharing,
pension etc. Non-financial incentives provide social and psychological
satisfaction. These include status, promotion, responsibility, job
enrichment, job recognition, job security, employee participation,
delegation, empowerment etc.
Leadership: Leadership is most important factor in the success of an
enterprise. It is the process of influencing people to strive willingly for
group objectives. Some of the qualities of good leader include–courage,
will power, judgement, knowledge, integrity, physical energy, faith,
moral qualities, fairness, vitality, decisiveness, social skills etc. But all
these qualities cannot be possessed by one individual nor always help
in their success.
Communication: Communication refers to process of exchange of ideas
between or among persons and create understanding. Communication
process involves the elements of source, encoding, channel, receiver,
decoding and feedback. In organisations, both formal and informal
communications simultaneously takes place. In most of the
organisations, several barriersmay exist for effective communications.
Some of these barriers include – semantic barriers, organisational
barriers, language barriers, transmission barriers, psychological barriers
and personal barriers. Managers should take appropriate measures to
overcome these barriers and promote effective communication in the
organisation

#7 Directing

Uploaded by

Copyright:

Available Formats

#7 Directing

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

#7 Directing

Uploaded by

Copyright:

Available Formats

Directing

In the ordinary sense, directing means giving instructions and guiding

In the context of management of an organisation, directing refers to the

(ii) Directing takes place at every level of management: Every manager,

(ii) Directing integrates employees' efforts in the organisation in such a way

(iv) Directing facilitates introduction of needed changes in the

(ii) Harmony of objectives: Very often, we find that individual objectives

(iv) Appropriateness of direction technique: According to this principle,

(vi) Use of informal organisation: A manager should realise that

(viii)Follow through: Mere giving of an order is not sufficient. Managers

You might also like