One of the words you often hear in business is “direction.” However, some people may not know what the difference is between management and production, or what kind of work the words specifically refer to.
In this article, we will explain the meaning of “direction”, the difference between it and synonyms, the industry in which directors exist, and their actual work content.
What is direction?
Direction in a business setting is the task of giving instructions to members involved in a project and aiming for the success of the project and the completion of the product.
Specific duties include planning and drafting projects and productions, managing progress, instructing internal and external staff and members, and negotiating and hearing with clients. Depending on the industry, project, or production, the work content of direction may vary. Industries where direction work is mainly performed include the web industry, advertising industry, and television industry.
The director is responsible for the direction work.
A person who performs direction work is called a “director.” Director is an essential role in various industries and is a very important position. Additionally, a person who assists in direction work is sometimes called an “assistant director” or “sub-director.”
The term director is also used to describe a position within a company. There are various names such as “executive director,” “senior director,” and “associate director,” and their roles and responsibilities vary depending on the company. In most cases, it refers to the department head who manages and supervises a specific department, but in some companies it can also refer to management such as directors and officers.
Difference from synonyms
Words that are similar to direction include “management” and “produce.”
In order to avoid communication mistakes in business situations, be sure to check the differences between synonyms.
Difference from management
Management in a business setting means that a company aims to achieve its goals while efficiently utilizing management resources and managing risks in order to improve the results of the organization.
Specific examples of management work include the following.
At first glance, it looks the same as direction, but direction and management have different purposes and required abilities. Unlike direction, which mainly manages a specific site, management is involved in the overall management of the company and manages operations from a management perspective. Therefore, management is a job that requires someone to have strategic knowledge not only about production, but also about companies and management.
Additionally, a person who performs management work is called a “manager,” and is also distinguished from a director.
Difference from produce
Producing in the business world means planning and producing projects, TV programs, magazines, etc. A person who performs production work is called a “producer”.
Below are specific examples of production work.
Producing has many similarities with directing, but while directing is responsible for the scene, producing is responsible for the entire project. Therefore, in most cases, the producer is in a higher position than the director.
Additionally, since producers are in a position to comprehensively manage human resources, accounting, planning, etc., they are said to be required to have higher abilities and extensive industry experience than directors. It is easier to understand the relationship between the two if you think of the producer as initiating the project, and the director as the one on the scene to direct the project to success.
Please note that depending on the industry, company, or project, the duties of the producer and director may overlap.
Industry with directors
To deepen your understanding of direction work, it is important to understand the role played by directors.
Here, we will explain the industries in which directors exist and their roles.
Web industry
A person who is responsible for direction work in the web industry is called a “web director.”
A web director is the person responsible for managing everything from interviewing clients to planning, production, operation, and updating of a website. You will direct the various staff involved in website production, such as writers, programmers, and web designers, with the aim of completing the website. Managing schedules and checking the quality of produced products are also part of the web director’s duties. Additionally, even after a website is completed, we may check its operational status and suggest content that is effective for marketing.
Web directors need comprehensive knowledge of web production, but they tend to require knowledge of web marketing, management skills, and communication skills rather than web skills.
Depending on the project and scale of production, a web director may direct two or more people, or one person may work on multiple projects at the same time.
advertising industry
A person in charge of direction work in the advertising industry is called a “creative director.” Depending on the field, there are cases where the roles are divided into “art director,” “CM director,” “technical director,” “CG director,” “event director,” etc.
The duties of a creative director include planning and proposing advertisements and designs, managing staff and progress, and coordinating with clients. Many of the staff involved in production work as creators, so it is necessary to manage the quality of the production while making use of each individual’s individuality. Another important job of a creative director is to communicate client feedback to the team.
Creative directors are required not only to have management and communication skills, but also to have a wide range of knowledge and creativity regarding advertising production.
Film and TV production industry
A person who is responsible for directing work in the film industry is called a “video director.” Depending on the location, there are also “casting directors” who cast actors suitable for the role.
The video director is an important position that is involved in all processes from planning and composition to filming and editing. In planning and structuring, we decide on the purpose, concept, and target audience of the production, and create a scenario. You may also create storyboards to convey the image and details of the movie to the staff.
During filming, I give detailed instructions to the cameraman, models, actors, etc. based on the image in the storyboard. In order to shoot according to schedule, the video director’s judgment is essential.
During editing, we check whether the necessary content and cuts are included, whether there are any quality problems, and add subtitles, captions, BGM, etc. The client checks the edited video and if there are no problems, the process is finished.
In some cases, the video director may also shoot and edit the video themselves. Therefore, a video director needs not only a wide range of knowledge and skills regarding video production, but also the creativity and compositional ability to plan a project.
In addition, the person responsible for direction work in the television industry is called a “TV director.” A television director is a position that plays a central role in television production.
In some cases, TV directors also participate in program production meetings to convey opinions from the field. When recording a program, I also give instructions to cameramen, lighting and sound staff, and performers. Being considerate of the performers and creating an atmosphere in the studio that is conducive to filming are also important tasks for the director. In addition, the recorded footage is edited, so the quality of the program depends on the taste and skills of the TV director.
Television directors are required to have the skills needed to produce programs, such as filming and editing, as well as information gathering ability, directing ability, and visual sense.
apparel industry
A person who is responsible for direction work in the apparel industry is called a “brand director.”
A brand director is an important position that is responsible for the brand’s image. We will oversee not only brand planning, design, advertising and marketing, but also production management.
They are also in charge of product development methods and advertising planning, and may also instruct the products to be presented at fashion shows and the presentation at the shows.
Brand directors are required to have not only direction and marketing skills, but also branding skills and fashion sense.
Skills required for direction
Not just anyone can be a director who coordinates the worksite and aims to achieve the project. Direction work requires leadership and schedule management skills.
Here, we will explain the skills required for direction.
leadership
Direction requires leadership, as it requires coordinating all staff involved in a project or production. Having leadership allows you to clearly show the goals and direction of the project to the entire staff. You can expect to maintain staff motivation and improve teamwork, so you can effectively bring out the performance of your staff.
Additionally, when a problem occurs, the director must respond quickly and accurately. If the director can take responsibility as a leader and respond to irregular situations, the staff can concentrate on their respective roles.
Leadership is essential to delivering results of sufficient quality on schedule.
scheduling power
Schedule management ability is essential and the most important ability for a director who is in charge of a site.
Most projects have a set deadline, so directors are required to have schedule management skills to ensure that work is completed by the deadline while maintaining quality. When starting a project, you must check the project contents and delivery date, and understand what kind of work is required until the work is completed and how long it will take. By allocating a schedule showing the schedule and process to each staff member based on the content and delivery date of the project, you can manage a large number of staff members and proceed with the project efficiently.
Furthermore, even after a project has started, management is necessary to monitor the overall situation, adjust personnel and work content, prevent risks in advance, and ensure that the project progresses according to schedule. Instructing and motivating staff so that they can work smoothly is also essential to managing schedules.
communication skills
Directors also need communication skills, as it is inevitable to interact with people when directing. Communication skills include not only face-to-face communication and smooth information transfer, but also creating an atmosphere where staff feel comfortable expressing their opinions.
The progress of the project and the quality of the product may change depending on the relationships between staff members and the atmosphere on set, so directors must create a foundation for mutual cooperation. It is important to talk to staff who seem to have concerns or problems, and to give feedback to them to improve their motivation.
In addition, communication skills are required for internal communication and negotiations with clients. In particular, if there is a lack of communication with the client, it will be difficult to understand the client’s intentions correctly, and problems will likely occur as the project progresses.
In order to complete a product to the level desired by the client, it is necessary to have the ability to listen to the client’s intentions and the ability to properly communicate them to the staff.
Industry experience/skills
Directors themselves must have practical experience and skills in the industry, as direction requires a wide range of knowledge about the business. For example, to work as a director in the web industry, it would be good to have knowledge about how the Internet works and the structure and design of homepages.
If you lack basic knowledge and skills, you will not be able to adequately hold meetings with clients or give instructions to staff, and you will be unable to manage the entire project. However, even if you have no practical experience in the industry, if you have a proven track record as a manager or leader, you may be hired as a director in exceptional cases.
Web director duties
Here, we will introduce the duties of a web director.
It is assumed that the web director introduced works for a production company that produces websites upon request from clients.
Client hearing – planning proposal
The first thing a web director does in a project is interview with the client.
By interviewing with the client, we can determine the direction in which the site will be created. We hold interviews not just once, but many times to carefully discuss the content and policies of the production with the client.
The points to be asked during the hearing are as follows.
It is the job of a web director to compile ideas from within the company, turn them into a plan, and present them to the client. Therefore, once the hearing is over, we create a plan internally based on the content of the hearing.
We revise the plan each time based on the client’s requests to eliminate any discrepancies in the image between the client and the client.
Requirements definition ~ Determining design structure and specifications
Requirements definition is the work of compiling the information necessary for the person in charge and staff to create a website. The web director has the important task of determining this requirement definition.
The contents to be included in the requirements definition are as follows.
Web directors also decide on the rules for the design and atmosphere and design the site structure according to the site’s concept and image.
The flow of designing the site structure is as follows.
1. Organize content categories
2. Clarify the relevance of each content
3. Design the entire site so that users can navigate the pages comfortably
4. Organize and categorize your content
Once we have determined the requirements, we will also create a production schedule.
Production by bringing together a team of designers and others to manage progress
Based on the requirements definition and configuration plan created by the web director, we instruct web designers and writers to design the site and create the manuscript. If there are any corrections or problems in the work submitted by the web designer or writer, you must share the corrections and have them corrected.
Generally, web directors do not create designs or manuscripts themselves, but they may do so if the web designer or editor is absent. We also ask engineers to design systems and develop programs for creating websites, and provide instructions for modifying and adjusting programs and systems as needed. Of course, a web director’s job is not only to check the production, but also to make sure that the project is progressing according to schedule and that there are no problems.
If the production does not proceed smoothly, the web director must take action.
Delivery to operation
Once we have finished creating the website, we upload it to the server and check to see if there are any problems with its operation or functionality. If a problem arises after publication, it may cause damage to the client, so you must check it carefully before delivering it. If there are no problems, we will publish and deliver the website and contact the client.
Also, depending on the request, we may not only create a website, but also operate the website. In order to keep users using the website, we manage the website, update articles, and respond to inquiries.
Since clients may request content changes, web directors must also be aware of website management systems and development languages.
Access analysis – improvements and corrections
In order to help our clients achieve their goals, such as acquiring new customers and increasing product awareness, we analyze access to the site and make improvements even after the site has been published. Specifically, we measure the number of accesses, inquiries, etc. for each specific period and check whether it is operating as expected. If the target values set in advance are not reached, improvements and corrections must be made each time.
It is also important to check whether the users accessing your website match your intended target audience.
If the intended target audience is not visiting your website, change the expression, information, design, etc. on your website.
Related qualifications for web direction
Here, we will introduce the qualifications related to web direction.
There are no required qualifications to become a web director, but the following qualifications will help you prove your skills as a web director.
Web Direction Exam (Qualification Name: Web Director)
The official name of
the Web Direction Examination (Qualification Name: Web Director)
is “All Japan Management Federation Registered Qualification Web Certification Web Director,” which covers Internet business, project management, website planning, website design, and web marketing. This is a test that tests your knowledge of. The exam time is 90 minutes, there are 65 questions, and the exam fee is 11,000 yen (tax included).
There is also an official textbook, so it will be easy for those who want to learn web direction to take up the challenge.
Web analyst certification
The Web Analyst Certification
is a certification exam sponsored by the Japan Web Association that tests the basic knowledge required of a Web Analyst.
Knowledge and skills in data analysis centered on the access analysis tool “Google Analytics” are required.
The scope of questions is as follows.
The test is administered on a computer, and test fees vary depending on the organizer and venue. The exam time is 80 minutes, the number of questions is 70, and the passing criteria is a 40% or higher correct answer rate in each category and a 75% or higher overall correct answer rate.
In addition, in the course, you can systematically learn the knowledge and mechanisms required to carry out practical web marketing. Even beginners can easily take on the test, as they can acquire basic knowledge in a 5-hour course. An example cost is 26,400 yen (tax included) for a set that includes the course, exam, and official textbook, and it seems that it varies slightly depending on the operating company certified by the association.
IT passport exam
The IT Passport Exam
is a national exam certified by the Ministry of Economy, Trade and Industry that tests basic IT knowledge.
You will be asked whether you understand knowledge of marketing, networks, management, etc.
The scope of questions is as follows.
| field | Major classification | Middle classification |
| Strategy (general management) | Corporate and legal affairs | Corporate activities |
| legal affairs | ||
| management strategy | Business strategy management | |
| Technology strategy management | ||
| business industry | ||
| system strategy | system strategy | |
| system planning | ||
| Management system (IT management) | Development technology | System development technology |
| Software development management technology | ||
| project management | project management | |
| service management | service management | |
| system audit | ||
| Technology (IT technology) | basic theory | basic theory |
| algorithms and programming | ||
| computer system | computer components | |
| System components | ||
| software | ||
| hardware | ||
| technical elements | information design | |
| information media | ||
| database | ||
| network | ||
| security |
Many working adults and students from a wide range of occupations, not just engineers, take the exam, and the pass rate is around 50%, making it less difficult than other national exams. The exam is held all over the country from time to time, and the exam fee is 7,500 yen including tax. The exam time is 120 minutes, the number of questions is 100, and the passing criteria are an overall score of 600 or more and a field-specific score of 300 or more.
Other marketing related qualifications
Marketing-related qualifications such as the “Net Marketing Certification” and “Marketing Business Practical Certification” are also useful for web direction. The Internet Marketing Certification is a test run by Certify Co., Ltd. that allows you to systematically learn the basics of Internet marketing. Comprehensive knowledge of computers and the Internet, as well as marketing planning and effectiveness measurement, is required.
Additionally, the Marketing Business Practical Examination is a test run by the International Practical Marketing Association that tests candidates’ understanding of marketing theory and methods. Because you can learn marketing itself broadly and deeply, you can apply your knowledge at companies in various fields.
Marketing knowledge is essential for web directors when planning and designing new sites and new businesses. This is especially important for those aiming to step up to become web producers.
summary
Direction is a job that is performed not only in the web industry but also in various industries such as the advertising industry and the television industry.
A person who performs direction work is called a director, and is mainly responsible for planning and drafting projects and productions, managing progress, and instructing staff and members both within and outside the company. Directors must have leadership, schedule management, and communication skills, as they must coordinate the worksite.
Understand the meaning and work content of direction, hone the necessary skills, and perform direction work.