It’s safe to say that this week’s story about the Business Insider CTO with a penchant for offending everyone in sight on Twitter didn’t help raise the company’s public profile.

Yesterday, however, brought the publication of BI’s “50 best PR people in the tech industry” listicle, which is a different sort of animal altogether. Rather than mock the PR discipline at large, BI took the opportunity to credit to 50 people doing it the right way in the tech field.

Of course any such list is inherently arbitrary, and we’re not familiar with most of the names on this one, though we can personally vouch for Brian S. Gross, John McCartney of WISE PR and Krista Canfield of LinkedIn. That said, here’s what we like about the post: every member of this crowd of 50 is doing his or her part to promote not just a client brand but the PR practice in general—and we could always use a little more good press.

We reached out to some of our contacts for comment on the list and encountered a common theme.

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