Self-promotion should make you slightly uncomfortable. The best journalists know the absolute necessity of humility; when accomplishments lead to hubris, that's when trouble arrives. (I suppose this is true of every walk of life.) That's why self-promotion should never be motivated by pure ego, or resort to the kinds of slippery tactics that journalists love to expose in other fields.
Dan Gillmor is director of the Knight Center for Digital Media Entrepreneurship and Kauffman Professor of Digital Media Entrepreneurship at Arizona State University's Cronkite School of Journalism & Mass Communication.
This from the MediaShift Idea Lab