The list isn't, as might be expected, littered with the usual Z-list celebrities whose fame is dependent on their indiscretions or misdemeanours. Instead Arena has chosen to give credit to media manipulators who actually understand the difference between notoriety and good publicity.
Among those named are the Queen and Prince Charles, thanks to last year's PRWeek PR Professional of the Year, Mark Bolland. Max Clifford inevitably makes an appearance as does the subject of this week's View from the Top interview, Daily Mirror editor Piers Morgan.
Given Morgan's much publicised antipathy towards the PR industry and his comment to PRWeek that he would rather 'staple my eyelids to my rear' than work in PR - he must surely be over the moon.