I have a club member who does that. If he wins something he writes to our magazine (or asks someone else to) with a report that appears to be from a third-party reporter - eg "Jack has recently been awarded such and such". I think he feels that it is a more prestigious report if it appears to be someone else writing it about him rather than just telling us about it himself.
He also has a website with the same approach. "Jack is a member of this and that and takes wonderful photos .... Jack can be contacted at...."
Personally, Bob thinks he's a ####er .....