Selling The Big PR Idea: Keep It Simple, Build Support

When Cisco Canada’s director of corporate affairs Willa Black came up with the idea of the One Million Acts of Green campaign, it was a risky proposition to sell, both internally and externally. Why? First, it was Cisco Canada’s “biggest” idea ever. And second, a CSR-related campaign is tough for the salespeople to get their arms around. “It’s a very unorthodox way of selling something,” says Black.

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