The research, based on discussions with more than 20 senior journalists and industry associations, was carried out for the PRWeek Power Book 2009, which is published this week. PRWeek created rankings of the top five PR people in specialist fields (Power Book, page 5) and then used the feedback to compile a definitive top ten for the whole industry.

Freud’s notoriety has risen further during the past 12 months, thanks to his close relationship with Rupert Murdoch, emphasis on big corporate and public sector accounts and a series of links to pivotal events, including the Oleg Deripaska affair.

Likewise Rudd has had an eventful year. ‘Look at the biggest stories of recent times such as Northern Rock, or the Lloyds/HBOS takeover and Rudd is at the centre of all of them,’ said one top journalist.

Equally notable is the emergence of Andy Coulson, director of comms for the Conservatives, who many are already lauding as the ‘next PM’s right hand man’.

While Max Clifford has risen in prominence with Jade Goody’s death, Matt Tee has taken over the biggest job in public sector PR, as secretary for government comms.