How to Use CTAs Effectively in Press Releases: 3 Examples

One of the most overlooked functions of a press release is to drive traffic to a webpage. Most often, press releases are used to grab media attention. And they can be quite successful achieving that goal.

But, to attract users to your website you need a call-to-action (CTA). In this blog post we explore the what, why, where and how of press release CTAs.

What is a CTA?

A CTA is a prompt designed to get a person to take a desired action.

Think of it as a “next step” for your audience displayed as a button, link, or phrase in your marketing content whether it’s a blog, social post or paid advertisement. 

Your press release campaigns, should also include a clear, compelling CTA relevant to your overall message. This can help maximize engagement and, most importantly, conversions.

Why do you need a CTA in your press release?

Successful campaigns follow a specific press release format that includes a CTA.

Here are a couple of reasons you should include one in each of your press release campaigns:

  • Directs your readers to take the next step and stay engaged with your brand. Desired actions include visiting your website, filling out a form, or contacting your sales team.
  • Gives you a gauge on the effectiveness of your press release distribution by tracking the number of clicks and conversions of your CTA.

Where should you place your CTAs in press releases?

A press release CTA is typically placed at the end of the main body of content. This placement ensures the reader understands the topic and is more informed to take the desired action. 

How to write an engaging CTA

Here are three tips to consider when writing an engaging CTA:

  1. Be direct and share the action you want the reader to take. Ambiguity causes friction, which makes a reader less likely to engage. 
  2. Explain why someone would want to take the action. Create your call-to-action from your audience’s perspective and answer the question, what’s in it for me?
  3. When drafting your copy, use action-oriented language such as “Subscribe,” “Buy Now,” “Register,” and “Download.”

3 press release CTA examples

The “Learn More” 

One of the challenges of blending a call to action with your “news” is that CTAs tend to sound a bit sales-y and promotional.

That goes directly against the general function of a press release, which is to announce something newsworthy. However, you can find a good balance with a “learn more” type of call to action.

With this type of CTA, you’ll want to provide readers with something specific that they can learn more about.

You may also want to create an additional piece of content for this purpose.

For example, you might distribute a press release that announces key findings from your research. A CTA might be, “Learn more about how KEY FINDINGS impact you, visit LINK” or “Learn more about how KEY FINDINGS impact you, get the REPORT here.”

This type of CTA drives traffic to a specific webpage. You can also require an email address to deliver the report to your reader and subsequently build a list.

The “Limited Time Offer”

Scarcity is an effective motivator.

If you’re announcing a product, promotion, or new service with a press release, you might consider creating a sense of urgency. 

For example, you might make the introductory price time bound. Or you might have a limited number of products available. Again, you’ll want to balance your news with your promotional offer and CTA.

For example;

  • “Click here to preorder PRODUCT/SERVICE”
  • “Sign up for product updates LINK”
  • “View more information on the product LINK”

The “Simple Invitation”

A third option for your CTA is to simply invite your readers to engage and connect.

This is a good way to grow your community. If you have a weekly newsletter, invite them to sign up for it.

Make sure to include a sentence or two sharing the benefits of the newsletter. If you want them to sign up for a demonstration or a free consultation, invite them to fill out a contact form.

Here are a few examples of what this might look like in your release.

  • “Sign up for a one hour consultation and discover how we can help you…LINK”
  • “Get weekly tips on how to….LINK”
  • “Become a part of our community. Get the inside scoop on sales, products, and tips before anyone else LINK.”

If you’re interested in learning more about our press release distribution services, contact us today!

Maria Marchewka is a Digital Marketing Strategist at Newswire. Maria is an experienced copywriter, social media marketer, content creator, strategist, and project manager. Her firm belief in being a practitioner and not a preacher of marketing concepts has put her in a position to help companies build brand awareness and connect with their target audiences online.

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