diff --git a/ci/publish.sh b/ci/publish.sh
index 990775b..06f60cf 100644
--- a/ci/publish.sh
+++ b/ci/publish.sh
@@ -2,4 +2,12 @@ PUBLISH_HOST=web0.pyrocufflink.blue
 PUBLISH_USER=webapp.dchwww
 PUBLISH_PATH=htdocs/
 
-rsync -aP public/ ${PUBLISH_USER}@${PUBLISH_HOST}:${PUBLISH_PATH}
+case "${BRANCH_NAME}" in
+master)
+    ;;
+*)
+    DRY_RUN=1
+    ;;
+esac
+
+rsync -aP public/ ${PUBLISH_USER}@${PUBLISH_HOST}:${PUBLISH_PATH} ${DRY_RUN:+-n}