<p>The recent <a href="http://www.politico.com/about/press/press-release/politico-pro-expands-to-13-coverage-areas-with-cybersecurity-ehealth">launch</a> of a new health policy publication provides insights into shifting media models and emerging issue areas – dynamics that need to be understood and acted on to achieve success in public affairs.</p>
<p>On June 3, <em>Pro eHealth </em>debuted with a highly professional team covering the convergence of healthcare and technology, including electronic health records, telemedicine, health apps and federal health information technology (IT).</p>
<p>The launch was preceded by the May 14 introduction of <em>Pro Cybersecurity</em>, which includes related healthcare topics but reaches much more broadly.</p>
<p>The subject matter of the new publications may not be entirely surprising, as developments in health IT are recognized as true game-changers. However, the media model that gave rise to the publications merits examination and understanding.</p>
<p>The new offerings have been built into POLITICO Pro – a subscription online news service that is an extension of <em>Politico. Politico </em>itself shook up the policy and political media landscape when it launched in 2007, as a partnership with CBS News, Yahoo! News, the Washington, D.C.-area ABC affiliate, and a local cable channel and news-talk radio station. </p>
<p>POLITICO Pro delivers a deep-dive into areas including campaigns, healthcare and energy policy. The launch of the new publications dealing with eHealth and cybersecurity is part of a broader unveiling of 13 new coverage areas – each staffed with journalists boasting established careers at national media outlets. </p>
<p>In making the announcement, Mike King, senior vice president of business development for POLITICO Pro, said, “Pro’s continuing growth and 96 percent renewal rate is proof there is a hunger for fast, smart coverage of policy and politics. Every new coverage area we invest in is a direct response to the market, which is demanding this real-time information.”</p>
<p>Chris Krese, NACDS’ senior vice president of marketing, communications and media relations, suggests that modern public affairs tactics require awareness of developments like POLITICO Pro.</p>
<p>“Advocates need to understand how today’s media models work. A veteran reporter covering an issue for a subscription-based online news source can shape perceptions of policymakers who read that one publication. But, that reporter’s work may also shape the coverage of partnering newspapers, television and radio programs and additional online sources,” he said. </p>
<p>“New issues are blowing up all over the place. We have media consolidation. We have new co-reporting relationships. For an advocate, it’s exciting and demanding.”</p>
