One thing that has surprised me since becoming editor of CIO UK is that many -- OK, some -- CIOs are not shy about blowing their own trumpets. They take a direct approach, mailing or calling us to say they're available to talk. But many others -- OK, a large majority -- have little to no idea about how they might build their reputations, and those of their employers, by using the media. So with that in mind, here are are a few thoughts:

Consider hiring your own PR rep or piggybacking on the company's PR handlers. These people know their way around the media, who to contact and how to approach them. Only a few company PRs consider placing CIOs in the media spotlight but a few do, and they get coverage because most journalists writing about the CIO sector aren't spoiled for choice.

Be bold. Have something to say. Be opinionated. So long as what you're saying isn't libellous or counter to the tenets of your employers or the law of the land, it's rare that your media appearances will get you into trouble. Journalists get hundreds of offers per wer week from people wanting to talk so it's important you differentiate yourself in order to optimise you opportunity.

Think about media training. Many organisations will make this formally available or can at least field somebody who knows the media game. They can help you tiptoe around some of the minefields such as discussing company performance or discussing rivals.

Get photographed. You'd be amazed a how many stories get spiked because there is no decent accompanying images so have mug shots, images of company buildings and the like at the ready. Get something decent, not a picture of you on the beach or in front of the telly. That's not good.

Network. Blogs, Twitter and so on can get your name out there and make you search-friendly to writers and PRs.

Getting into the media can transform your reputation and open up lots of opportunity. The thing is to get over yourself and not be too British. Your media needs you -- and if you're ambitious, you need your media.