According to Marketingterms.com, a “call to action” is the part of a marketing message that attempts to persuade a person to perform a desired action. In addition, it persuades a visitor to perform a certain undertaking immediately. The most common calls are “Buy Now!” and “Register Today!” says Marketingterms.com.
In other words, the goal of a call to action is to generate “buzz” and rally your troops or target audiences to respond immediately. When it comes to PR professionals, a call to action is the Holy Grail in terms of developing an effective awareness campaign and generating substantial stakeholder and media interest.
“That kind of exposure is bound to prompt at least a few customers and/or prospects to check out, say, your website or Facebook page and, ideally, purchase your products and services,” says Matthew Schwartz, a PRNews’ contributor. “But generating that kind of earned media isn’t always a given, and PR pros are on the hook to find other ways to get fannies in the proverbial seats.”
Schwartz used the following infographic by Uberflip, a content marketing firm, to illustrate how PR professionals use a call to action and which ones are more commonly practiced: