Hype And Strategic Self-Promotion Differ

For years, women have been encouraged to sing their own praises, lest their accomplishments go unnoticed in the competitive workplace. But new research is stirring controversy because it suggests that less may be more when it comes to self-promotion.

In a laboratory study at the University of Minnesota, researcher Laurie A. Rudman found that men and women were more apt to hire a “modest woman” over a more overtly “self-promotional woman.”

Participants conducted mock interviews with an actress who responded either modestly or assertively about her skills and abilities to a series of scripted questions.

So should you think again about a direct, confident approach?

No, say experts, who call the study interesting but inconclusive. In fact, self-promotion is an especially critical career tool that must be used strategically, they say.

“This study is not a call for a return to submissiveness,” maintains Merrie Spaeth, president of Spaeth Communications, a training and strategic consulting firm in Dallas. “But the term ‘promotional’ can have bad connotations. Some people wonder if it means hyping, and that’s different than standing up for yourself.”

Debra Benton, author of “Lions Don’t Need to Roar: Using Professional Presence to Stand Out, Fit In and Move Ahead” (Warner Books, $10.95), believes “self-promotion is absolutely necessary” to survive in today’s streamlined workplace. “But you must do it in a subtle, appropriate way,” she cautions.

“Self-promotion can be a matter of revealing, in an informative, factual way, what you’ve been doing,” she says.

Spaeth and Benton agree that self-promotion is an art, not a science. To do it successfully, workers must tailor the approach to the style of the person they’re dealing with as well as their business and environment. For example, fast-paced media and high-tech fields are more likely to accept aggressive self-promotion than more traditional ones.

Four strategies for savvy self-promotion:

Point out colleagues’ sterling contributions. “To have your assertiveness accepted, you must toot other people’s horns,” Spaeth says. You won’t appear to be a shameless self-promoter. Instead, you’ll be seen as someone who is concerned that her co-workers receive deserved credit.

Take advantage of the grapevine. Unrestrained bravado can undermine your image in a conservative, hierarchical environment. “Word-of-mouth is a highly effective, non-offensive way to increase your visibility throughout the company,” says Christine Leatz-Pokorny, manager of worldwide technology for Chicago-based FMC Corp., a multinational, diversified manufacturing company.

“Let a few key people know about a specific success, and they will mention it to other people in the company.”

Use facts to broadcast your triumphs. “If you come up with a great idea and it works, don’t let it slide,” says Leatz-Pokorny, author of “Career Success/Personal Stress: How to Stay Healthy in a High-Stress Environment” (McGraw Hill, $14.95). “Make sure your boss knows about it because he or she will determine your salary increases and promotions. Admit a success, but don’t make a big deal out of it.” In other words, your comments should be straightforward and easily documented.

“If I ran a conference and my boss asked how it went, I’d say, ‘It was well-received by the attendees. We got a 4.5 out of a possible 5 on our rating sheets, and the majority of the comments were positive,”’ Leatz-Pokorny explains. “Put it in the context of feedback that your boss can’t dispute.”

Share successes in conversation. “Interject an anecdote that highlights an achievement,” Benton says. “You might say, ‘That reminds me of the time I was doing X for ABC department, and we faced Y challenge. By doing Z, we were able to overcome it.”’

This technique allows you to underscore your resourcefulness in a subtle way.

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