There’s nothing wrong with hiring a PR firm. Often, corporations and individuals—even future politicians—require the service of a good public relations outfit to help relay their story to the public.

Why, then, would Texas senate hopeful/former NFL running back/former ESPN analyst Craig James lie about hiring a PR firm?

It all started when former Texas Tech football coach Mike Leach ordered James’ son, Adam, who was suffering a concussion, to hang out in an equipment room for the duration of practice. No one appreciated it, and Leach was eventually fired. What followed was backlash against the James family and a series of he said/he said between Craig James and Leach.

During that time, James hired Spaeth Communications. Nothing wrong with that.

Now, James is running for U.S. Senate in Texas, and he’s not doing very well (coincidentally) in the PR department. First there was a bit of gay baiting. Then there were some dismal poll numbers.

His latest act of political suicide is his lying about hiring a PR firm. On Wednesday, according to the Dallas Morning News:

“James told MSNBC's Chuck Todd: ‘We didn't hire a PR firm.’ But when Todd pressed the issue, noting that James had indeed hired Spaeth Communications, James acknowledged that he had. ‘There are PR firms for what I needed,’ he said. ‘We needed somebody who could represent us.’”

Leach, who has been inscribing copies of his book with the phrase “Craig James is a douche,” accused James of hiring Spaeth to smear his name. James says he hired the firm to help his public image in the scandal’s aftermath.

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