Self-Promotion in the Age of Electronic Media

A company's fundamental responsibility is maintaining effective communication with its consumers, distributors, government, and employees. It is claimed that everyone in life sells something in order to survive. It is no surprise that businesses place a high value on personal selling as a primary marketing technique. Personal selling is, in reality, the oldest form of marketing.

Personal selling, since it involves a one-on-one conversation between the seller and the prospective customer, has proven to be particularly effective during bulk sales and initial sales, as well as when selling high-unit-value products. However, to be cost-efficient, this type of advertising necessitates sales force management on the part of the organization.

What is Self-Promotion?

According to Goffman, self-presentation is any behavior intended to establish, alter, or preserve an impression of oneself in the eyes of others. Self-presentation has three crucial purposes: it promotes social contact, allows people to reap money and social rewards, and aids in the secret construction of desired identities.

Self-promotion is a typical technique for presenting oneself. It is a technique of Self Presentation. Here, we aim to persuade others of our expertise. This is distinct from ingratiation. Intimidation is the process through which we attempt to win over others. Through self-promotion, we hope to convince others that we are competent, wise, or gifted. It can be advantageous in many circumstances to be regarded as likable and capable. Candidates viewed as extremely skilled and likable are, for instance, given employment offers.

Unfortunately, exhibiting both of these traits at once is only sometimes simple. For instance, modesty can be a powerful ingratiating tool, but it rarely creates a sense of competence. On the other hand, promoting one's virtues may persuade others of your competence, but it rarely results in genuine affection. People are, therefore, frequently compelled to combine or balance these two self-presentational techniques.

Online Identity

The evolution of one's self-concept, including one's thoughts and feelings about themselves, is what we refer to as identity. Identity has a complicated function in the online world since different expressions of the self are possible. Higgins (1987) proposes three domains for further exploration of the self: the "actual self" or "now self," which refers to traits that a person possesses; the "ideal self," which refers to traits a person would like to possess; and the "ought self," which refers to traits a person feels they should have.

Because of this, individuals can more effectively show portions of their true selves online than they would be able to in a face-to-face (F2F) contact. Online anonymity allows people to present any of these three identities. The phrase "real selves" has been used to describe the "hidden components of what we need or aspire to be," and in this sense, "hidden" has meant "anti-normative" or "deviant."

Self-Promotion in the Age of Electronic Media seen in Mental Health Professionals

The public often needs to be adequately informed about how and why the services provided by mental health experts are valuable. Members could even have mixed feelings about trying to improve. The explanation can be found in remnants of past warnings to avoid superficial glitter or wrong self-promotion and instead exercise great moderation when putting oneself in the public eye. However, today's cutting-edge information technologies present an unmatched potential to quickly and affordably transmit reliable educational content. For instance, the federal government, specialized associations, and nonprofit organizations provide trustworthy sources and dependable information.

Numerous instructional articles on a range of topics of interest to the public reader are available on the websites of the American Psychological Association (APA) and other mental health organizations. The dissemination and assimilation of knowledge, which affects how people think, what they believe, and what they purchase, has rapidly evolved due to technology. Numerous unaddressed ethical ramifications are nearby hazards and pitfalls.

Self-Promotion of Mental Health Professionals in the age of Advertising

We are surrounded by advertising all around the world. Advertising is considered a great tool of self-promotion in today's world, and mental health practitioners are also a part of it. Attracting clients is necessary for a successful private practice for people in the mental health profession, and it is simple to acquire marketing guidance. Omitting to use of some advertising will probably lead to a failed business.

Advertising one's services may have a self-serving goal, yet it is possible to do it aggressively, honestly, and honestly. However, some therapists have presented themselves to the public in perplexing ways, triggering fear or being downright dishonest, which may unreasonably impact potential clients with cognitive or emotional impairment. Self-Promotion in electronic media is also seen as a disadvantage as people tend to present themselves in ways that do not resemble their original selves rather than presenting themselves in ways that might deceive people suffering from mental health issues.

Impression Management: A technique of Self Presentation and Self-Promotion

Compared to other text-based Computer-mediated communication methods, social networking communication is more closely tied to face-to-face interaction. Impression Management is one feature of these online settings that lets users change how they display themselves. In order to show socially acceptable attitudes and qualities of the self, impression management involves selectively presenting or altering messages about oneself. A person may be more driven to realize an anticipated impression if they believe it to be more important to their goal fulfillment.

According to Leary, there are three reasons people can regulate their impressions: trying to influence how others react, creating and maintaining one's private self-identity and self-esteem, and standardizing their emotional routines. In addition, Goffman (1959) proposed that people seek to maintain previously formed favorable perceptions and persuade others to view them as fair, moral, and ethical. Social networking services, such as Facebook, are used to create and manage first impressions and maintain one's self, and pursue romantic relationships. It was discovered that ratings of the profile owner's physical and social attractiveness and the person's reliability were related to the physical attractiveness of one's Facebook friends and the comments made by those friends.


We live in a time where social media is rapidly expanding, and many individuals opt to engage with others online in their own social and professional networks. Mental health professionals are free to participate and try to use these channels to their advantage. However, they should adhere to the same general ethical rules that apply to advertising with a focus on confidentiality.