For the past 20 years Professor Allan Pacey has developed a significant public profile in radio, television, print media and more recently through social media. In a typical year he contributes to many thousands of media stories related to his work in human reproduction and fertility and in 2016/17 the University Media Team estimate this to be worth over £50M to the University of Sheffield. In this talk, Allan will explain why it is important for academics to become more media savvy and will outline some tips and tricks to make this as successful as possible.