You’ve written a great press release—a timely headline, a solid hook, and valuable content. But without a clear call-to-action (CTA), your audience is left asking: Now what?

CTAs are not optional—they are essential. Whether your goal is media coverage, site traffic, or lead generation, a press release without a CTA is a missed opportunity.

Let’s break down why press releases need CTAs and how to craft them for maximum effect.

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What Is a Call-to-Action in a Press Release?

A CTA is the instruction you give your audience after delivering your message. It tells them what to do next, such as:

• Visit your website
• Download a report
• Schedule a demo
• Register for an event
• Contact your media rep

CTAs turn passive readers into active participants.

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Why a Strong CTA Matters

✅ Guides Media Response

Journalists need an easy next step if they want to cover your story—whether that’s visiting a press kit, contacting your PR team, or viewing additional assets.

✅ Drives Traffic and Engagement

SEO brings people to your release. A CTA moves them deeper into your funnel.

✅ Improves Conversion Metrics

Without a CTA, even the most successful press release won’t impact leads or sales. Clear direction boosts ROI.

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What Happens Without a CTA?

• Your release ends abruptly
• Readers leave without taking action
• Opportunities for leads, coverage, or engagement are lost
• Media may ignore it simply due to unclear next steps

This is one of the most overlooked press release writing mistakes by UK businesses.

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How to Write a Press Release CTA That Works

1. Make It Clear and Direct

Tell the reader exactly what to do.

✅ “Download the full AI productivity report here.”
✅ “Contact our media team to schedule an interview.”

Avoid vague phrases like:

❌ “Feel free to reach out.”
❌ “More info available online.”

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2. Use Action-Oriented Language

Begin your CTA with strong verbs:

• Download
• Register
• Contact
• Visit
• Learn
• Watch
• Schedule

✅ “Register for the launch webinar before 30 June.”

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3. Position It Near the End of the Release

Your CTA should come after the main story, ideally in the final paragraph or directly beneath the company boilerplate.

Don’t bury it. Don’t split it across sections. Make it visible.

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4. Link Strategically

Use anchor text to inject your keyword directly into the link—never use naked URLs.

✅ “View our full report on press release strategy to avoid common publishing errors.”

This reinforces SEO while guiding action.

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5. Offer a Reason to Act Now

If appropriate, create urgency:

✅ “Register before 15 July to secure early-access pricing.”
✅ “First 100 downloads get access to the executive summary.”

Urgency improves conversion without being pushy.

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Multiple Audiences? Use Tiered CTAs

If your press release serves both media and public readers, segment your CTAs:

• For journalists:

“To request a press kit or interview, contact: press@company.co.uk”

• For customers:

“Learn how our AI tool can reduce your workload—Book a demo now.”

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Examples of High-Converting CTAs

Goal	CTA Example
Generate Leads	“Download our 2025 marketing trends report.”
Earn Media Coverage	“Contact our PR team to request interviews.”
Drive Event Attendance	“Register now for the live product reveal.”
Promote Product Use	“Get started with a free 7-day trial today.”
Boost SEO	“Visit our blog to explore expert insights on press release mistakes.”

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Don’t Forget the Contact Section

After your CTA, always include:

• Media contact name
• Email address
• Phone number (if relevant)
• Optional: link to your media kit or newsroom

This is vital for journalists who prefer to speak directly or schedule follow-ups.

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Conclusion: End with Intent

Press releases are not just information—they are invitations. If your content ends without a call-to-action, your audience will do the same: nothing.

For UK businesses aiming to turn attention into outcomes, a smart CTA is not an add-on—it’s a requirement.

End strong. Guide the reader. Command the next move.