What is the purpose of a call to action (CTA) in public relations materials?

The purpose of a call to action (CTA) in public relations materials is to prompt the audience to take a desired action. A CTA serves as a direct instruction or encouragement for the audience to engage further, whether that entails signing up for a newsletter, visiting a website, making a purchase, or participating in an event. By clearly outlining what the audience should do next, CTAs help to convert interest into meaningful engagement or response, which is a key goal in public relations efforts.

In contrast, providing detailed information about a product focuses on informing the audience rather than prompting action. Summarizing the content of the materials serves to recap or clarify information without necessarily guiding the audience toward any subsequent steps. Entertaining the audience with engaging stories is largely about capturing interest and enhancing brand image, but it may not lead to a specific action. Therefore, while storytelling and information are important components of public relations, the primary function of a call to action is to drive audience behavior toward a specified goal.