I guess I should never of heard that because all legacies of kindness involving oneself should be never spoken or written of.
There is nothing wrong if someone sees you doing a kind act and tells about it. But the person doing the act should do so without any expectation of something in return. Its like all these companies that donate money to a cause... we all know they do it just to get their names out there and promote their images... they didnt give because they wanted to help they basically just paid for marketing.
Bottom line, if your going to help someone than just do it without expectation of gain. If someone involved or witnessing it going around spreading the tale than just be humble about it.
The owner of Chic Fil A closes all his stores down on Sunday to honor god & give his employees time off to be with their family. I find this to be an honorable act, as you know Chic Fil A would do great business on a Sunday but he forgoes profits for the sake of his employees & his convictions.