Self promotion - a necessary evil??

So how do you self promote a new release without coming across as a self serving egotistical git?

A hard job IMO!

Every year I need to inform people about the new album but there is no distanced objective management function really doing that for me...so it becomes a case of "..hey I've got a new album out..".

Many bands must face this problem, alot simply hijack FACEBOOK, MYSPACE etc through their friends network...but this inevitably just p***es everyone off...

Many sites view the fact that you have to publicise your own release as being 'unprofessional' somehow and believe thet it serves to destroy any lingering mystique about you as a "real recording artist" (as most serious "Artists" even in these days of free net access and blogging, tweeting etc etc can remain aloof and some what unreachable from a public persepective)

Yep..tricky all right to get the news out and keep your dignity?

Guy (mulling it over once again)