Valley PR Blog

New Grad PR Secrets Series – Part 2: Cover Letters

By Dan Wool on April 16th, 2008 In Professional Development

This is the second post of a four part Valley PR Blog series for new grads or young professionals seeking a career in PR — and the experienced professionals who wish to help them.

Part 2: The 8 Things Noone Ever Tells You About Cover Letters

Yesterday, we discussed resumes and how they are the make-or-break document in your PR job hunt. However, while your resume is important, the first document any contact looks at is your cover letter.

The cover letter is a short press release about you. Moreover, it’s a strict gauge of your communication abilities. In fact, the cover letter has to be spot-on or the reader will never even look at your resume.

Why? Well, you can tell a lot about a person from their cover letter — you can detect confidence level, writing ability and personality — essential clues that let employers know whether you’ll both do the job and fit in well with them. In fact, some employers even make hiring decisions from the strength of a cover letter — it sets the tone for what follows (resume, interviews, etc.).

So, to help you get it right, here are eight things nobody ever tells new PR grads about cover letters:

Cover letters are writing tests. Don’t be fooled. For PR jobs, reading your cover letter answers exactly one big question — can you write? The PR employer wants to know that you have what it takes to get them them to act on your words in print; they want to feel confident that if you’re hired, you have the ability to compel others such as journalists and clients to act. Can you be direct, compelling and succinct? Are you using proper mechanics and style? Did you meticulously proofread?

The traditional cover letter is just about dead. Since most business transacts over email these days, the printed and mailed cover letter variety is fading out. As a result, cover letters are taking on the short, more informal tone of email. That favors good communicators who can keep it short and breezy — and keep it focused. Still, have both an email and print versions of cover letters in your arsenal. Importantly, you should also tailor the content of each cover letter to the position to which you’re applying.

The cover letter is the set-up for your resume. It’s the big compelling overview of what you offer the employer. In venture capital, they call this the elevator pitch: how do you explain what you do to someone in 30 seconds or less — or, essentially the duration of an elevator ride. Same concept with the cover letter — get in, give a few interesting facts, and get out of the way so they can read your resume. Remember the five paragraph essay from high school? Model it on that — but shorter — quick intro, bullet 1, 2, 3, conclusion with call to action.

A compelling lead is the “end all, be all” of any cover letter. Something we stressed in the resume discussion was that your audience has zero time for you. Not only that but they have other candidates to get to. What will make them stop on you? Your lead must grab the reader by the lapels! Remember, this is Mission: Impossible – you have 5 seconds before your letter self destructs. It’s all about creating intrigue. Hook the reader then get to the guts. A good start is to volunteer something personal about yourself. Example:

Yes, that was me who tripped on the curb at Ironman Arizona. And, no, I’m not suing the City of Tempe. I’m simply using it as motivation to complete the race next year. In the meantime, my stubbed toe and I are motivated for something else: the Account Coordinator position you posted today on Valley PR Blog.

In a few short sentences, you humbly told them you’re a triathlete (perception: strong), have a good sense of humor through adversity, are creative and motivated and plugged into to PR industry news. You’ve even brought the reader in on a little inside joke.

They don’t really need to read any further – you automatically go into the “good” pile. Catching my drift here? What traits do you have that can be leveraged like this? Do you do volunteer work? Play a sport? Are you from a unique hometown?

Cover letters must be written with confidence. Don’t feel awkward. “Hello my name is John Smith and I’m applying for your PR job” is a common opener and it’s weak. It’s boring! It’s exactly what everyone else will write, which means you’ll blend in (i.e. get thrown out). Be strong. Be different. Stand out in a way that meshes with the company’s culture. Be confident that you’re exactly who they need and write accordingly. (This is where the use of active verbs and eliminating modifiers can help).

And don’t appear desperate — like your whole life is riding on the outcome of the cover letter/application (it’s not). Don’t flatter the company – it reeks of desperation.  Focus on you – the reader already knows they work for a great company and you have the skills to be there too.  Play it cool and confident.

Mention your qualifications only as conversation starters. Use your traits to allude to how you’ll help the organization. Limit yourself to three bullets that’s it – the shorter the better. In the above example the writer should continue by saying something like.

I’m a superior writer, have experience securing media coverage under tough circumstances, and am good at keeping everyone around me calm and organized.

What “tough circumstances”? Tell me more! It also begs the question – what was the hectic environment in which she stayed so calm? Again, create interest and intrigue.

You should not be relisting the details of your resume in you cover letter. If we want to read your resume, to find out more, we will. But you have to get the reader there first – again – focu on making a big impression, outlining what do you bring, then closing with a suggestion to read your resume for more details.

Sincerely is the only close there is. It’s straightforward, humble and timeless. You can’t have “warm regards” for someone you haven’t met.

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