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Liars have a perennial problem -- getting tangled in fabrications. They lie then lie again to cover the first lie and so forth. The problem comes when someone documents their words and shows the inconsistencies. Consider this example. President Trump lied about his son's meeting with the Russians. Then, when caught out, he lied again by dictating a note to explain it while denying knowledge of it. Now, he is saying that yes, there was a promise of dirt on Hillary but it was entirely legal to do so, which isn't true either. Eventually, with continuous pressure from investigators and the media, the truth might come out, but at this juncture, Trump is making Nixon look good. There is no percentage in telling a lie, particularly in high-profile events. People are taking notes. The liars hope that no one remembers the prevarication is futile. That is why PR practitioners should insist on the facts every time, even at the cost of their jobs. The risk to reputation is too great.