I save those comments for two friends and my parents. The email is generally titled, "because I can't tell anyone else."

We are threading a small needle, though, as DD is internalizing this. She got an award for a math contest, and failed to tell anyone. We talked about who do you tell about things like this. We had to explain it was a big deal, of the degree that had it been sports, her picture with her and the other awardees would have been in the local paper. Tell your teacher, principal (award was from another school), and *your parents*. Yeah, skip your friends, though. ;(