How to Generate QR Codes for Press Releases
Jonathan Palley
Apr 22, 2025
A press release has a limited amount of space to communicate important information. But sometimes journalists, editors, bloggers, and readers need more than the text on the page. They may want to see product images, watch a video, download a media kit, read an executive bio, or contact your company directly.
A QR code for a press release gives readers a simple way to access that additional content. Instead of adding long URLs or filling the release with extra information, you can include a scannable QR code that connects readers to a relevant online resource.
This can be particularly useful for printed press releases, event announcements, product launches, and media kits. A dynamic QR code can also provide flexibility if you need to change the destination later.
Here's how to use a QR code in a press release and how to create one with QR Codes Unlimited.
TL;DR
- A QR code for a press release can connect readers to supporting digital content.
- Use it to share media kits, videos, images, product pages, or contact forms.
- Dynamic QR codes can let you update the destination without replacing the printed code.
- A clear call-to-action tells readers what they will find after scanning.
- Place the QR code where it is easy to notice and scan.
- Test the code before publishing or printing your press release.
- Available scan analytics can provide information about QR code activity.
- QR Codes Unlimited makes it easy to create and customize a QR code for your PR materials.
Why Add a QR Code to a Press Release?
A press release usually contains the essential facts about a company announcement, product, event, or news story. However, adding every supporting resource directly to the document can make it unnecessarily long.
A QR code provides another option.
For example, a company announcing a new product could include a QR code with the text:
“Scan to View Product Images and Video.”
A journalist interested in the announcement can scan the code and access the supporting materials without searching for them separately.
QR codes can also be useful when a press release is printed. Readers can use their smartphones to move from the physical document to an online media resource.
Instead of relying on readers to type a URL correctly, the QR code provides a direct path to the intended page.
What Can You Link to From a Press Release QR Code?
The destination should add useful information to the press release rather than simply repeat what's already on the page.
Here are some practical options.
Media Kit
Create a dedicated media kit containing high-resolution images, company information, executive biographies, logos, and other resources journalists may need.
A plain text QR code can provide quick access without adding multiple download links to the press release itself.
Product or Launch Video
If the announcement involves a product, service, or event, link the QR code to a video that demonstrates or explains it.
A short product demonstration can provide information that would be difficult to communicate through text alone.
High-Resolution Images
Journalists and publishers may need images for articles or news coverage. A QR code can direct them to a page where approved images are available.
Make sure any files you provide are properly organized and that sharing permissions allow the intended audience to access them.
Company or Executive Information
A QR code can link to an executive biography, company background page, newsroom, or other supporting information.
Contact Page
If journalists may need additional information, you can direct the QR code to a media contact page or inquiry form.
Event Registration
For a press release announcing an upcoming event, the QR code can lead to the event page, registration form, schedule, or other relevant information.
How to Create a QR Code for a Press Release
Creating a QR code for your press release with QR Codes Unlimited is straightforward.
Step 1: Choose the Content You Want to Share
First, decide what you want readers to access.
This could be a media kit, website page, video, image collection, contact page, or another online resource.
Use a destination that is directly relevant to the announcement.
Step 2: Open QR Codes Unlimited
Go to QR Codes Unlimited and choose the option for creating a QR code.
For an online resource, you can use a URL-based QR code and enter the destination link.
Step 3: Add Your Destination
Paste the URL of your media resource into the appropriate field.
If you're using a dynamic QR code that supports destination editing, you can update the destination later without replacing the physical QR code.
This can be useful when a press release is distributed in print or reused for an extended campaign.
Step 4: Customize Your QR Code
Customize the QR code to fit your press release or brand.
Depending on the available options, you can add elements such as:
- Brand colors
- Logo
- Frame
- Call-to-action text
- Other design elements
A CTA such as “Scan for Media Kit” or “Scan to Watch the Product Video” gives readers a clear reason to scan.
Don't let the design interfere with readability. The QR code still needs sufficient contrast and clear space around it.
Step 5: Generate and Test the Code
Generate the QR code and scan it with a smartphone.
Check that it opens the correct destination and that the linked content is accessible.
If the QR code will appear in a printed press release, test the final printed version before distributing it.
Step 6: Add It to Your Press Release
Place the QR code somewhere readers can easily find it.
You can position it near the relevant section, at the end of the release, or alongside your contact information.
Include a short instruction explaining what the QR code provides.
Where Should You Place a QR Code in a Press Release?
Placement can affect whether readers notice and use the QR code.
For a printed press release, avoid hiding the code in a crowded block of text. Give it enough space to stand out.
Good locations can include:
- Near a relevant call-to-action
- Beside supporting information
- Near the media contact section
- At the end of the press release
- Next to a product or event announcement
The surrounding text should explain what the reader gets by scanning.
For example:
Scan to download the full media kit.
This is more informative than simply placing a QR code with no explanation.
How Dynamic QR Codes Can Help With Press Releases
A dynamic QR code can be useful when the destination may change after the press release has been distributed.
Imagine printing a QR code on a press kit for a product launch. At first, the code could lead to a product announcement page. Later, the same code could be redirected to a page containing updated product information, images, or coverage.
You don't necessarily need to replace the printed QR code when the destination changes, provided your dynamic QR setup supports destination editing.
Dynamic QR codes may also provide scan analytics, depending on the features available. These can include information such as scan count, device type, location, and time.
This data can help you understand how the QR code is being used. However, scan activity should not automatically be treated as media coverage, conversions, or article placements.
Best Practices for Using a QR Code in a Press Release
- Give people a reason to scan. Use a clear CTA that explains what they will find.
- Keep the destination relevant. The linked content should support the announcement.
- Make the code easy to scan. Avoid making it unnecessarily small, particularly in printed documents.
- Use sufficient contrast. Make sure the QR code stands out from its background.
- Leave clear space around the code. Avoid crowding it with text, images, or other design elements.
- Test the destination. Check the QR code before publication and confirm that the linked page works on mobile devices.
- Keep supporting content accessible. If journalists are expected to download files, make sure the files and permissions work without unnecessary barriers.
- Use a dynamic QR code when flexibility matters. This can be helpful when the supporting content is likely to change over time.
Conclusion
A QR code for a press release can make supporting information easier to access without adding unnecessary length to your announcement. Whether you're sharing a media kit, product video, high-resolution images, company information, or an event page, a QR code provides a direct connection between your press release and digital content.
Dynamic QR codes can add flexibility when your destination may need to change after the press release has already been printed or distributed. Available scan analytics can also provide useful information about QR code activity.
With QR Codes Unlimited, you can create and customize a QR code for your press release, test it, and add it to your PR materials. Keep the destination relevant, make the code easy to scan, and give readers a clear reason to use it.
Frequently Asked Questions
1. What is a QR code for a press release?
A QR code for a press release is a scannable code that connects readers to additional online information. It can link to a media kit, video, images, contact page, product information, or event resource.
2. Can I change the link after publishing my press release?
If you use a dynamic QR code that supports destination editing, you can update the linked URL later without replacing the physical QR code.
3. What should I link to from my press release QR code?
The best destination depends on the announcement. Common options include media kits, product videos, high-resolution images, company information, contact forms, event pages, and downloadable resources.
4. Can I track scans from a press release QR code?
Dynamic QR codes can provide scan analytics depending on the available features. These may include scan counts, device types, locations, and scan times. This information measures QR code activity rather than identifying individual readers.
5. Do I need technical skills to create a press release QR code?
No. Creating a QR code generally involves adding your destination URL, customizing the code if desired, generating it, and testing it before publication.
