HIPAA. Perhaps one of most significant laws in recent memory; certainly one of most complex. While this short article won't make anyone an expert, it will, hopefully, demystify this wide ranging set of laws and put you on path towards compliance.

First, let's answer question; "What is HIPAA?" HIPAA stands for Health Insurance Portability and Protection Act of 1996. Although it purports to regulate health insurance, HIPAA provisions extend far beyond insurance. HIPAA introduced broad disclosure and privacy requirements. It also established civil and criminal penalties for each violation (up to $25,000 per person per year in civil penalties and up to $250,000 in criminal fines - along with imprisonment).

Title I of HIPAA deals with portability and special enrollment rights for health plans. Those conditions must have been incorporated into your plans by now (original compliance date was 1997). Title II of HIPAA governs a wide ranging set of conditions called, "Administrative Simplification". For those charged with compliance, notion that HIPAA simplifies anything qualifies as "dark humor". Administrative simplification attempts to create a uniform system for processing and retention of health information and ensuring security of that information.

PR Advice You Didn’t Ask For

Although, as a business, non-profit or association manager, you may be glad this came your way.

Especially if your current public relations effort is delivering more publicity plugs than real behavior change among your most important outside audiences. Change that could lead directly to achieving your managerial objectives.

I’m talking about persuading those key outside folks to your way of thinking, then moving them to take actions that help your department, division or subsidiary succeed.

There’s even a blueprint to help you do it. People act on their own perception of facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action very people whose behaviors affect organization most, public relations mission is accomplished.

What kind of results can you expect? Consider these: membership applications on rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; welcome bounces in show room visits; prospects starting to do business with you; higher employee retention rates, capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of business, non-profit or association communities.

An obvious first step involves getting public relations people assigned to your unit on board. Make certain whole team buys into why it’s so important to know how your outside audiences perceive your operations, products or services. Be sure they accept reality that perceptions almost always lead to behaviors that can hurt your unit.

Review how you plan to monitor and gather perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?