I guess where I was coming from was that to be truly altruistic then you do something with total selflessness and no expectation of reward or recognition. The act itself should be enough. If you then publicise your act, the only reason to do so would be for people to admire you and tell you what a great person you are, which takes away the selflessness.
But then I believe that everything we do, however selfless it may appear, is for selfish reasons. If we do something for someone else it makes us feel good about ourselves which is a selfish reason. It’s not a bad selfishness at all though, but taken to its extreme it does throw into question whether there is ever a truly selfless and altruistic act.