WRITING A COVER LETTER

You've heard how important a first impression is. Your cover letter makes that first impression on a news director. No one has ever won a job with a good cover letter alone. But plenty of people have lost jobs with bad ones.

Whatever you say in your letter, say it quickly. One reporter I know of got a job after sending a cover letter that consisted simply of a bulleted list of six reasons why he should get hired. With that and a good tape, he did.

The singular goal of your cover letter is to get the ND to look at the rest of your material. That's all.

Always specify the job you're applying for. Stations often have more than one opening at a time. Don't make a news director try to guess which job you want. Chances are he or she won't bother. Make sure everything is spelled correctly, including the news director's name, the station's address and YOUR name. Believe it or not some people have sent letters with their own name misspelled. What does that say about what kind of reporters they would be?

Here is a cover letter a soon-to-be college grad recently submitted, asking for suggestions.

Dear Mr. ND,

I am writing to inform you that I will be graduating from the College of Houndog Knowledge in May, with a degree in Broadcast Journalism. I am also writing to inquire as to the availability of an associate producer position within your station.

While a junior at CHK I had the opportunity to intern at WXXX-TV. While there I gained valuable experience writing for broadcast news. Working closely with producer Sally Forth, I chose and wrote stories for the 11 o'clock newscast. I also chose VO/SOTs to use during the show.

On one occasion I had the opportunity to help avert a disaster. One evening, around two hours before show time, the newsroom computers went down, taking with them the B and C blocks and part of the A block. I was able to help locate the reports for the stories used, rewrite the stories in another program, and get the whole thing done before show time. The producer that night later remarked to me that she couldn't have gotten the show done without my help.

I also observed and participated in many other areas in the news room, from Assignment Desk to photographer to director. One night, while working the Assignment Desk, I had the opportunity to coordinate communication between the fire department and a photographer on his way to a building fire in downtown.

I am confident that my training at CHK and my experience at WXXX will make me a valuable asset to your team. I hope that you will inform me as to any positions you may have the occasion to fill.

Thank you for your time. I look forward to hearing from you in the future.

Sincerely,
Jim Shorts

You have to write much more clearly and concisely than this. A news director hiring someone wants to solve a problem. Your letter needs to offer solutions. Write for his benefit, not yours. If you're applying to write for broadcast, start by showing the ND that you can get to the point.

Cut the fat. "I am writing to inform you..." That goes without saying. Don't say it. Your impending graduation might make the ND happy for you but it doesn't help him. Begin with something that will. "If you anticipate any AP openings this May, please consider hiring me." In once sentence, the ND knows what you think you can do for him and when you can do it.

"I had the opportunity..." Too wordy and, frankly, unclear. Do you realize that saying, "I had the opportunity to intern" doesn't mean that you did an internship? You could have gotten the opportunity and turned it down. You can't write things whose meanings are unclear in newscasts. They don't belong in your cover letter, either.

Just say, "I interned..." Better yet, don't announce your internship like it stands as an achievement by itself. Explain how your internship experience will make you a good employee. "In my internship at WXXX, I wrote stories, helped run the assignement desk and occasionally shot video. I was happy to contribute whatever they needed. That's what I'll do for you."

Then close. Write something that will compel the ND to respond. Ask for an interview. Ask for a current events test. Ask for a writing test. Make your contact information obvious and easy to read. Even if your phone number is on your letterhead, it's OK to repeat it in the body of your letter.

The rest is mostly clutter. Save it for the phone or personal interview with the ND.

Personalize the letter. Learn the ND's name and use it in the salutation. Call the station to make sure the person didn't get fired last week. If the name is Chris, Terry or anything similar verify the person's gender.

Below is an example of a basic cover letter that I used back when I did sports. In the first paragraph I ask to be considered for the job. In the second paragraph I briefly explain why the news director should consider me. And in the last paragraph I reiterate how I can be contacted if the news director does like my tape.

Do yourself a favor; don't copy it verbatim. Enough people have done that already that if an ND sees it he or she might think you had plagiarized someone else's.

 
Mr./Ms. News Director
WXXX-TV
Street Address
City, ST 00000

Dear Mr./Ms. ND:

Please consider hiring me for the _________ job for which you recently advertised. I have worked nine years as a television reporter and anchor but more important than how long I’ve done it is how well. The enclosed tape will allow you to decide for yourself.

I write stories rather than rehash clichés. I have covered major sports events from NFL, NHL, and NBA games, NCAA football and basketball games, PGA and LPGA tournaments and the Daytona 500 all the way to local high school and recreation sports and I know how to describe all of them in ways that make them interesting to people whether they like sports or not. In fact, viewers often tell me, "I don’t like sports but I like watching you."

If you like watching my tape, please contact me at (my address) or call me at (my phone number) and we can arrange an interview at a time convenient for you.

Thank you for considering me.

Sincerely,
John McQuiston