University colleagues Merrill Jensen and Merle Curti challenged Cutlip to defend devious tactics of public relations practitioners. They saw public relations for its corrosive effect of undermining public trust and leading to cynicism. For his part, Cutlip noted that "only through the expertise of public relations can causes, industries, individuals and institutions make their voices heard in the public forum where thousands of shrill, competing voices daily recreate the Tower of Babel."
