Treats to get their attention, and also a fav toy could come in handy.
I have had couple experiences with pet photographers, and both had different approaches:
The first one had a plan laid out, she stays booked, so she knows how to stage the event to quickly get the best shots... she first did the running shots by having the owner throw a toy towards and past the photographer then move out of the background. This was with our Shih Tzu, and I'd imagine a running Bully could generate some interesting pics... then we went with the dog with owner shots, sitting & posing with some walking together pics... then she just followed the dog around while she did whatever she wanted.
The 2nd shoot was with a new budding pet photographer, and she brought toys and was less structured in her approach... was mostly following Moe around getting down at his level and letting him do whatever he does. Her job was actually pretty easy as Moe was cute in everything he did at that age.
Good luck with the shoot