Unfortunately, there isn’t one. A fundamental axiom of psychology is that we cannot avoid communicating (G.Bateson, P.Watzlawick). Even if we say nothing, we communicate.

Hence, if I say nothing about my company's achievements, then this may be interpreted as a lack of pride or confidence in that company. Either I promote something when my audience expects it of me, or my omission does it harm. If I fail to express my enthusiasm for a project, my client may prefer to work with someone who seems more motivated.

This rule always applies, even in presentation situations that could be qualified as purely technical.

For example, take the case of module 17 of a 26–module technical training course ;-) It explains to the audience how to use a particular circuit simulator. If the trainer were to simply explain this feature-by-feature, the audience would gain little more than if they had read the user manual.

If the trainer wants the audience to survive their presentation, and to learn from it, they have to raise enthusiasm from the start. They have to explain, perhaps, why this simulator is necessary and unique, what it does best, why they like it, what they've managed to do with it, and so on. In other words, they have to promote it.

Recently, I listened to such a presentation where, unfortunately, there was no attempt to portray the value of the simulator before describing it.

The result was confusion!

Without an understanding of what made this particular simulator special, it was very difficult to make sense of certain features. This demonstrates that promotion is important not simply for commercial reasons, but also to help people to make sense of what I say and what I do.

Finally, for promotion to be effective, it has to be unequivocal. "This is a great simulator, but…", is a bad start. I can rely on my audience being intelligent enough to realise that I'm not perfect, and that my products, methodology and company aren't either. There's no need to qualify every sentence in the interests of total honesty!

It's true that facts are safe. They can be proven. Defended.

But feelings are safe too, if I take responsibility for them.

If I were to announce, "I see the sky as green, and trees are all pink to me", nobody could object. They can’t contest how I see the world, even if they don't share my point of view. Similarly, when I tell an audience, "I just love this simulator!”, I can’t be reproached. So long as it’s what I really feel, then telling others, at the appropriate moment, is probably an excellent idea.

Since we can’t avoid communicating, we should take pains to do it well.