Having made it to the Olympic 400m final in 2008 Rooney has, by his own admission, spent much of the last four years courting - and lapping up - the resultant media attention.
But Olympic year has brought about a change of tactics for Rooney - looking to do his talking on the track rather than in the newspapers.
It certainly appears to be working with Rooney ducking under the London 2012 A standard three times in 2012 having only run it on one occasion throughout 2011.
Those runs set the platform for the 25-year-old to seal his Olympic place with victory at the Aviva 2012 Trials in Birmingham at the weekend - his fourth national title.
Such has been his return to form this year Rooney, given the dearth of top-class one lappers on the world scene at present, is firmly in the hunt for an Olympic medal next month.
However, with his low profile method working miracles so far, Rooney insists he'll be hush-hush all the way through to the Games.
"I have deliberately tried to keep a low profile this year because I'm my own worst enemy," said Rooney. "I love reading about myself and I'm one of those athletes who has a massive ego and I get carried away with it.
"So I've tried to keep my head down, I Tweet quite a lot but other than that I try and keep myself out of things. I don't want to sell myself out of the sport. I would rather keep my head low and have some self worth and do it when it matters.
"I've craved media attention in the past and it hasn't worked for me so I have tried to avoid it as best as possible and do the job."
Rooney took the national title in the second city in a time of 45.93seconds but he's adamant he's got plenty more in the tank for this summer's Olympics.
"It was a poor race," he added. "In the conditions I would have liked to get a low 45 but at the trials just getting across the line first is the most important thing.
"I've got three races before the Olympics so I've just got to try and run fast now. Low 44 seconds is where it's at so that's what you have got to try and do.
"Next up its Madrid, Paris and Monaco - three races quite close together and I'll try and go faster in them. There's no point going to the Olympics if you're just going to turn up.
"There are big medals to be won and there's some great athletes running really impressive times at the moment so you've got to put yourself in the mix.
"I'm more than capable of running a mid-to-low 44 and the British record [44.36] will get me a medal so that's the plan."