“Whether you are a seasoned communicator or a newbie on the scene, Bite the Dog is a must-read. In his thoughtful and witty way, Gary has effectively explained and modeled the time-tested importance of the art of effective public relations. The value of his expert coaching on being the most effective you can be is incalculable.” - THE HONORABLE MARY BONO, Principal at Faegre Baker Daniels Consulting, former U.S. Representative, California “As a public relations executive, Gary possesses that intangible quality—an ability to identify an opportunity as well as craft and communicate a message in a compelling and captivating manner. He is passionate and throws his heart and soul into every project he manages. So it should come as no surprise that in the writing of Bite the Dog, he’s turned his blood into ink, delivering both a practical manual for PR as well as a wildly entertaining personal memoir.” - JIM DALY, President, Focus on the Family What can Superman, Moses and Steven Seagal teach you about the art of public relations? Plenty, in Bite the Dog. Gary Schneeberger shares 30 years of wit and wisdom on turning your message into news. You want the media to report on you and your services? This is your guidebook. You’ll learn how to create “man bites dog” stories – those that exceed and upset the expectations of the press and their audiences. Schneeberger unpacks why effective PR is neither rocket science nor dumb luck, through stories from his journalism and marketing careers and probably a few too many pop-culture anecdotes. If you want to become a newsmaking superhero, Bite the Dog is your gamma radiation. It has the power to transform you into a headline-generating metahuman! On these action-packed pages you will learn: - How the mediasphere is like a Las Vegas casino buffet – and how you can always fill your plate - The secret to making sure you, not the reporter, are in control of every interview you do - What “fake news” really is, how to spot it and how to avoid it - Why “spin” is a PR swear word, and “framing” is the essence of the art - The critical thing you have in common with Starbucks, Hilton, Toyota and any other brand you can name - How even mistakes like the whopper the author made in a CBS Evening News interview (which you can watch and laugh at his expense) can be survived - And why rerelevance may not be a word, but it is your goal
"Gary's experience as both a journalist and public-relations executive highlighted on these pages gives him the perfect perspective to help you shape your message and ensure it impacts others."
-- ROMA DOWNEY, Emmy-nominated actress and producer, Touched by an Angel, The Bible
"Within weeks of my starting to work with Gary, he had leveraged events and opportunities to give me a greater platform for my message. Bite the Dog off ers more than principles to ponder; it provides disciplines to practice that will help you use the media to reach more people than you thought possible."
-- BRAD KULLMAN, speaker and author, Losing to Win: How Incentivized Losing Undermines the Integrity of Our Major Professional Sports Leagues and Hardwired for Life: Human Understanding Beyond Surface Personality
"Earned media is the brass ring of marketing goals--yet powerful public relations remains a mystery even to those of us who live and breathe branding and marketing. Gary demystifi es the path to achieving the earned media that smart brand leaders crave, but are often at a loss to realize. With Bite the Dog, Gary puts the power of PR in everyman's hands. And he does it in true Gary style: smart, clear, cogent, actionable and always thoroughly entertaining."
-- CHERYL FARR, Founder & Chief Brand Officer, SIGNAL.csk Brand Partners
"Many of us want to make an impact and don't know how without being obnoxious or paying a fortune for a 'pro.' This book, writt en by a pro, is a glimpse into helpful and at times hilarious advice that is applicable to all. I've known and worked with Gary for more than a decade, and he practices what he preaches here. This book will help you focus your vision, refine your goals and craft and create opportunities for your message to reach the media and the masses."
-- ELISHA KRAUSS, DailyWire.com
"I've had the misfortune of engaging in PR batt les with Gary Schneeberger, and I can tell you it is no fun. Gary is simply the best in the business and a true PR guru. Bite the Dog off ers his keen insights and lets you in on the secrets of his success. This is a must-read book for anyone who wants to learn about the art of public relations."
--WAYNE BESEN, Communications Director, Open the Government
"As a journalist, I have always loved working with Gary because he understands the power of relationships when it comes to getting a great story told and shared. He recognizes the creator of the universe is also the creator of public relations, and it's with this heart he offers a blueprint for how he's become the best at what he does."
-- EFREM GRAHAM, Host, Studio 5, CBN
