I am dealing with this right now at my job.
The company has entered a growth stage, and sales is killing it. Every update is about this quota exceeded, that deal closed, or that person bringing in another stellar contract. Overall, it is a nice place to be.
However, the dev team is having some negative feelings. On the one hand, people tend to be more humble and not prone to self-promotion or auto-marketing. On the other, the word in the hallway is that developers no longer feel appreciated.
I don't know what the solution is. Right now, I am taking the approach of encouraging people out of their comfort zone and owning what they contribute. It is a lot more difficult to make a developer's achievement understood and properly appreciated company-wide, but it is a challenge that I am taking on myself. My goal is to help each dev team member come up with one achievement per week, and we will spend a little bit of time making it presentable and easy to understand.
From personal experience, I feel that I don't want to step out and praise myself. It feels like it won't be a net win. However, if someone else praises me in a balanced fashion, it does feel good. Kind of like getting a bouquet of flowers. I would never think that a bunch of flowers would make me feel good. However, on the rare occasion I did get one, it felt strangely fantastic.
I guess it's important to evaluate how you think you will feel when you get praise vs. how it actually feels when it is delivered tactfully and honestly. Sometimes, we do a poor job predicting how we will feel. I suggest stepping outside of your comfort zone and being a bit vocal about your contribution.