<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 &ndash; 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 &ndash; 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 &ndash; each staffed with journalists boasting established careers at national media outlets.&nbsp; </p>
<p>In making the announcement, Mike King, senior vice president of business development for POLITICO Pro, said, &ldquo;Pro&rsquo;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.&rdquo;</p>
<p>Chris Krese, NACDS&rsquo; senior vice president of marketing, communications and media relations, suggests that modern public affairs tactics require awareness of developments like POLITICO Pro.</p>
<p>&ldquo;Advocates need to understand how today&rsquo;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&rsquo;s work may also shape the coverage of partnering newspapers, television and radio programs and additional online sources,&rdquo; he said. </p>
<p>&ldquo;New issues are blowing up all over the place. We have media consolidation. We have new co-reporting relationships. For an advocate, it&rsquo;s exciting and demanding.&rdquo;</p>