Misconception: Team players don't take credit.
Reframed: Visibility benefits the team.
Perhaps you're part of a corporate culture that values the group over individual effort. Or maybe you've been burned by others taking credit for your work. If self-promotion seems to conflict with your group's orientation, then it's time to realize that it can, in fact, benefit the group. At times, your efforts may highlight your individual role, while other cases may warrant your promoting another group member or the group as a whole.

Misconception: Senior management doesn't want to hear about me.
Reframed: Senior management appreciates information and talent.
Senior management doesn't need every detail about you and your current task, but it does want to know that you are engaged in your work and in the goals of the organization. Have a clear statement in mind about a key project or component of your work so that if you're asked about it, you can take advantage of the moment to demonstrate your credibility as a communicator and leader.

Misconception: Self-promotion is a waste of time.
Reframed: It's part of the job.
Many people say they don't have time to talk up their work. In fact, effective self-promotion can save time for you -- and others -- in the long run. When you talk about your successes, you create the opportunity to prevent redundant work. People will know what you're working on and what's been done.

Misconception: My boss doesn't have time to listen to me talk about my accomplishments.
Reframed: My boss's job is to keep tabs on my progress.
Your very busy boss doesn't want to have to pry things out of you. Tell him what is going well, what challenges you're facing and what help you need. Your job is to keep your boss informed.

Choosing the self-promotion strategies that suit you will make the activity feel more natural to you. And when self-promotion feels more instinctive to you, it will come off as genuine -- and not as bragging -- to others, too. Be proud of your accomplishments, share them with your organization and watch new career paths open up to you.

This article was based on the guidebook Selling Yourself Without Selling Out: A Leader's Guide to Ethical Self-Promotion by Gina Hernez-Broome, Cindy McLaughlin, and Stephanie Trovas, all senior associates at the Center for Creative Leadership (CCL). CCL is a top-ranked, global provider of executive education that develops better leaders through its exclusive focus on leadership education and research. For more information please visit CCL's Web site.

SIDEBAR: What's your Promotional Personality?

Worker. You are highly competent, work-oriented and productive. You view social activities, networking and self-promotion as time wasters.
Your challenge: Expand your view beyond the task and take a broader view. See how connections enable you to have stronger impact.
New mind-set: Self-promotion contributes to workplace effectiveness.

Anti-braggart. You see self-promotion as bragging and obnoxious and will go to extremes not to be perceived that way. Overly modest, you often deflect praise and are quick to take blame.
Your challenge: Ensure that your skills and your work are viewed and valued accurately by others. Stop downplaying your contributions.
New mind-set: There's a difference between bragging and authentic self-promotion.

Selective Marketer. You know the value of self-promotion and have had some positive experiences as a result of touting your work, your group or your talent. Even so, you are unsure of how to consistently or strategically market yourself without overdoing it.
Your challenge: Integrate self-promotion into your routine work and communication so that it is appropriate, useful and consistent.
New mind-set: Self-promotion is an ongoing leadership task, not an occasional activity. -- G Hernez-Broome, C McLaughlin and S Trovas