Personally? I prefer to give the dog a task or require a behavior that I DO want. For example: What would I like in place of the distraction? Would I like him to look at me at that particular moment? Then that's what you do.
I use a clicker, and treats to shape the behavior I wish. I like my dogs attention sometimes, and other times I want them just to keep on walking. I may also want my dog to know to sit upon request.
If I want attention? (On lead, initially) I'll say their name. When they make eye contact, I immediately click and treat. It focus' the dogs attention on me.
If I want the dog to continue walking? Then I may say "Leave it." or "Walk." or "Heel." When they're doing exactly what I want, click and treat. Treat every few steps, for a while.
If I want the dog to sit, patiently, or lie down? Then I give a signal or say a word and click the appropriate response and treat.
Timing the click to the exact behavior is tricky sometimes, but you'll catch on. Imagine you, not your dog... Imagine, someone clearing their throat. The second you look in their direction, you hear a click and someone hands you a dollar. Do you know why you got the dollar? Maybe not. Again the person clears their throat. You look and hear the click and take the dollar. Have you figured it out yet? Maybe not... But you will! As you walk away once again you hear "Ahem!" Do you walk back for the third or fourth dollar? Sure! You've just been clickered! You have learned discovered than making eye contact, is the correct response to the "Ahem!" Go get your reward.
PS: I can't stand the constant craning of the neck some people achieve with their dogs. It looks so unconfortable and I feel...the dog is perfectly capable of seeing me when he/she is beside me. They have a degree of peripheral vision, therfore, no need to crane the neck. Just my personal peeve. I refuse to do it. Make your own choice.