I found this interesting nugget from Joe Eszterhas excellent book “The Devils Gude to Hollywood” PR folk take note!
Screenwriter Dalton Trumbo: “The art of lying is the art of the practical. It ought never be indulged in for the pure pleasure of the thing, since over usage dulls the instrument, corrodes the character, and despoils the spirit. The important thing about a lie is not that it be interesting, fanciful, graceful or even pleasant but that it be believed. Curb, therefore, your imagination. Let the lie be delivered full face, eye to eye, and without scratching of the scalp. Let it be blunt and forthright and so simple that you can repeat it in detail and under oath ten years hence. But let it, for all of its simplicity, contain one fantastical element of creative ingenuity – one and no more – designed to capture the attention of the listener and to convince him that, since no one would dare to invent the improbability you have inserted, its mere existence places the stamp of truth upon everything you have said. If you cannot tell a believable lie, cling then to truth which is always our secret succour in times of need, and manfully accept the consequences.”