In practice, management is essentially the art and process of getting things done.

The managers have therefore, the responsibility not only of planning and organising the operations but also of guiding and supervising the subordinates. This is the managerial function of direction. In the words of Marshall "Directing involves determining the course, giving orders and instructions and providing dynamic leadership".

According to G. R. Terry - "Directing means moving to action and supplying simulative power to a group of persons". Thus, the plan is put into operation through the organization by the process of direction. Another term used to describe this function is "Activating".

Direction is telling people what to do and seeing that they do it to the best of their ability. It is through directing that managers get the work done through people. It consists of: a) Issuing orders and instructions by a superior to his subordinates. b) Guiding, advising and helping subordinates in the proper methods of work. c) Motivating them to achieve goals by providing incentives, good working environment etc. d) Supervising subordinates to ensure compliance with plans

The process of directing or activating involves: a) Providing effective leadership b) Integrating people and tasks and convincing them to assist in the achievement of the overall objectives c) Effective communication d) Providing climate for 'subordinate' development

Directing has the following characteristics features: a) It is the function of the superior manager and runs from top to down in the organization structure. A subordinate has to receive instructions for doing his job from his superior. b) Direction implies issuing orders and instruction. Besides issuing orders and instruction a superior also guides and counsels his subordinates to do his job properly.

 c) The top management gives broad

direction to the middle level managers who inturn give specific direction to the lower level management. d) The four important aspects of directing are supervision, motivation, leadership and communication. All these functions are interconnected and mutually dependent.

The function of directing is concerned with employee orientation, issuing instructions, supervision, motivation, communication and leadership. Employee Orientation: An employee must be properly oriented to the enterprise in which they are working. This orientation is necessary for them to accomplish the objectives of the enterprise. Instructions: An instruction is an order or command by a senior directing a subordinate to act or refrain from acting under a given situation. The right to issue orders should be with the superior by virtue of his position.

 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 done at all levels of management. However, supervision is more important at lower levels. Motivation: One of the most challenging problems for management is to motivate people. Management has to induce the employee to utilize his talent and skill to contribute to the organizational goal.

Direction is one of the most important functions of management. A good plan may have been checked out, sound organization may have been evolved and a sound team of workers may be employed. But all these will not produce any result until there is proper direction of the people in the use of various resources. Direction helps in achieving coordination among various operations of the enterprise. It is only after the performance of direction function that the purpose of planning, organizing and staffing is achieved. Directing is the process around which all performance revolves. It is the essence of operation and co-ordination is a necessary by-product of good managerial directing.

For effective direction, following principles may be used: i) Principle of leadership: Ability to lead effectively is essential to effective direction. ii) Principle of informed communication: The management should recognize and utilize informal organization constructively.

 iii) Principle of direct supervision: The

manager should supplement objective methods of supervision and control with direct personal supervision to ensure personal contact. iv) Principle of direct objectives: The manager should communicate effectively and motivate the subordinates for most effective performance.

v) Principle of harmony of objectives: The manager should guide the subordinates so that their individual interest harmonizes with group interests. vi) Principle of unity of command: For most effective direction, subordinates should be responsible to one superior. vii) Principle of managerial communication: The manager being the principle medium of communication, should keep lines of communication open. viii) Principle of comprehension: The communication should ensure that the recipients of the information actually comprehend it. ix) Principle of direct communication: The direct flow of information is most effective for communications.

Thank You !