YOUR ROLODEX JUST EXPLODED!!!
By Jonathan Evans

How many times in the past year did you scramble to find experts to help tell
a story about a news topic? How many of you had Anthrax or Afghani political
experts in your files prior to the events of last fall? If you're a ProfNet
user, it wouldn't have mattered. ProfNet is a free (yes, totally free)
service for journalists to find experts on any subject under the sun. Need a
Doctor to discuss asthma? A sports

expert to discuss World Cup mania? A psychologist for a story on why people
molest kids, put razors in playgrounds, build pipe bombs or go on shooting
rampages? How about help in explaining Enron or the California energy crisis?
ProfNet can help. And it's so easy to use.

HOW IT'S SET UP:

ProfNet is a network linking journalists with PIO's and other PR reps from
ove 10,000 institutions. Originally these were Universities (hence the
name). Today, ProfNet includes research labs, think tanks, govt. agencies,
non-profits, PR agencies, businesses and other entities.

HOW IT WORKS:

Online: Go to www.prnewswire.com/media and click on the blue EXPERTS tab.
You may also call them at 1-800-PROFNET. There are two main ways of finding
experts:

1. Send a query: Basically this will send your question to relevant PIO's.
If you have a healthcare question, for example, it'll go to UCLA, USC, Mayo,
John's Hopkins, etc. They process these and find out internally if there's
anyone who matches the expertise you seek. If you want to keep it local,
simply say so in your message. You're query will still reach UCLA & USC, but
also Wellpoint, AIDS Project LA, John Wayne and 88 other local hospitals,
medical companies, and healthcare organizations. There are over 1,600 PIO
contacts in greater L.A., covering every imaginable topic, and ready to
process your queries. Sending a query is the most thorough way of searching,
as it reaches the most people. The only drawback for TV types is timing. If
you need someone in ten minutes, 90% of the experts won't have even read
their email by then. So if you have some time, use the query approach. If
you need someone yesterday...

2. Use the database: Many ProfNet organizations have begun profiling key
experts in our database. You can search by keyword, and up pops a list of
names. Click on these and you'll find a full profile of the person, plus
their contact information so you can call them right away.

There are several other features on ProfNet. While in the database, for
example, you can save people to your own personal online file of contacts.
If you want to be kept abreast of hot topics in business and healthcare, you
may sign up for a once-weekly round-up of story ideas in these subjects.
Spend some time poking around and doing some searches.

If you have any questions, feel free to contact ProfNet direct, or myself at
213-244-9053 or jonathan_evans@prnewswire.com