Online Public Relations Thoughts

Here is an interesting PR challenge. Writer pens bio of willing subject. Subject blasts the bio as a poor job before the book appears. How then do you gain awareness for the book when it does go on the shelf for sale? One can merchandise the book against the subject, I suppose -- "Learn the spicy details about X." But if there are none, it is doubtful readers will pick up the work for long. There is always a risk when writing about a person who is still alive and active, or a company, for that matter. I've had the task of publicizing books about standout companies that were in trouble by time the book was in print. That is not fun either.