Thankfully, the pet was rescued by Tynemouth Volunteer Life Brigade who put him in a carry bag and lifted him to safety.
To everyone’s amazement, he escaped without any serious injuries.
Describing the moment he saw George, engineer surveyor Phil, from Seaton Sluice, Northumberland, said: I was beside myself. I was just shouting at him, and he was looking at me all confused. I was worried he was hurt and I wasn’t with him.You should never physically punish your pet. It brings the animal pain and fear, and it gains you nothing. It’s a lose-lose situation. Please don’t do it.
‘It was just a normal walk, the normal walk we do all the time.
‘I normally put George back on his lead as we approach the grass area but he was just gone.
‘The last place I ever thought he would be was at the bottom of a cliff.
‘I had my daughter with me so I knew climbing down wasn’t an option. My friend came to get her, I just couldn’t think straight.
‘I sent my wife a picture of him and she told me to call the coast guard.’
Phil, who is also dad to six-year-old James, and married to Alison, 30, a staff nurse, added: ‘I rang the coast guard at 1.30 in the afternoon and I had George back with me at around 2.30.
‘George is my little best friend, the kids absolutely adore him, I’m not sure how much he adores them when they’re chasing him and grabbing his ears but he is such a happy little dog.
‘It is totally out of character for him. People say Jack Russells chase rabbits but he is the exact opposite, he would normally run the other way.INTERESTING FACT ABOUT YOUR PET: Pets are a major source of support and increase the ability to cope, which contributes to keeping cholesterol and blood pressure down.
‘I don’t know what must have gone through his head.
‘He has been very quiet since it all happened but is being spoiled rotten with chicken and treats.
‘He has got a little limp but we’re just so grateful that he is alright. He had a very minor scratch to his leg and he has been absolutely fine.
‘When I got George back I was holding back the tears. The Tynemouth Volunteer Life Brigade were amazing, they reassured me.‘I felt like I wasted their time. It might seem silly to some people to get someone to rescue a dog, but they were brilliant, they said it happens all the time and I wouldn’t be the last.’