Shape Perceptions of Your Work, Early and Often

From HBR. There is an obvious lesson for you in this: don't assume that anyone — your boss, your peer, or your subordinate — knows the good work you are doing. They are all probably focused on their own jobs and concerns. Do things to let them know.
Yes, I know this smacks of self-promotion, and self-promoters are not only disliked for blowing their own horns but not particularly credible in doing so. But there is a way around the dilemma. Research by social psychologist Robert Cialdini, two doctoral students, and myself shows that when you get someone else to sing your praises — even if that individual is hired by you, under your control, and the audience knows these facts — you receive attributions of competence without being tarred by the brush of behaving inappropriately.(Here's the pdf.) If hiring someone is not an option for you, then start relying on the norm of reciprocity. Praise one of your colleagues for her good work and chances are, she will feel obligated to return the favor. When others talk about your great works, those works will garner the attention they deserve.