The focus for this study was the leadership of people responsible for the line management of lecturers at Finnish universities of applied sciences (UASs). The term "program director" was used to refer to the profession in this study. The research objective was to analyze and understand the leadership orientations of program directors. Using reframing theory as a conceptual framework the research questions that guided the analysis were: do the program directors use the four leadership frames presented in the reframing theory, how do they use them and how do they use them to frame change. The empirical data were collected by interviewing program directors or persons in similar managerial positions at Finnish UASs. Thematic analysis with a prior code was used for the analysis of the interview material. In addition, four portraits of the leadership orientations were composed as composite examples of the use of leadership frames.