Most science communicators don’t have a publicist. If you want to get noticed, self-promotion is often the only option – but it’s also fraught with reputational risks. You have a Facebook page and a Twitter account, but how do you effectively strengthen your public image as an expert or a resource without going overboard? Further, how do you know you’re doing it right? This session will provide tools to help you think systematically and strategically about your public image and reputation while staying true to yourself. We will share tips and resources on how to identify the right opportunities for you, how to build important relationships to strengthen and protect your reputation, how to get the most out of your public interactions, and how to measure success. We will also discuss how background, gender, race or class can affect engagement and reputation.