For centuries people have managed their reputation...personal or leadership branding are new phrases but the principle stands the test of time. Your own PR is as much about perception as reality - now I firmly believe in being authentic but always remember that your public image is as important in career as well as what you do.
Augustus, the first Roman Emperor managed this paradox well. He appeared humble, publicly playing down him importance and rejecting the idea he was a god! Whilst saying this, he was rebuilding the city....great for the people...oh and a giant monument to himself with a 42m high family mausoleum in Rome.
The image he created was one of rebuilding the city, humility, a good leader...so therefore the monument was something that the people wanted...something that recognised his worth.
Creating value is the key to your public image.....selling your worth won't work, it is about delivering value consistently so that the public sells your brand for you. Was it JFK who said "Ask not what the country can do for you but what you can do for your country".....well, if we change that to "Ask not what the company can do for you, but what you can do for your company" then you are well on the way to managing your reputation successfully.