PR Cover Letter Example

Writing a solid cover letter is a crucial first step towards securing a public relations position. PR requires initiative, adaptability, and strong skills in communication and networking.

You can demonstrate these qualities through the content, structure, and format of a well-crafted cover letter.

Here are five tips for writing a PR cover letter that gets you hired:

1. Format your PR cover letter correctly

When you use the proper cover letter format, you signal that you have strong communication skills. Employers will be looking for applicants who can express themselves clearly and concisely.

A good length for a cover letter is about three or four paragraphs or 250 to 400 words, and it should always be one page long.

You should structure your PR cover letter in the following way:

• Your contact information
• The employer’s contact information
• Salutation (e.g., ‘Dear Mrs Jones,’)
• Introductory paragraph
• Body (two to three paragraphs)
• Final ‘call to action’ paragraph that requests an interview
• Sign-off

Also, ensure your cover letter is visually appealing to employers — a suitable cover letter template can help with that. And by reviewing the company’s website and job advert, you can get an idea of how formal or creative your cover letter should be.

2. Personalise your salutation

Begin your PR cover letter a polite salutation. For example:

Dear Mr Abrams,

Dear Appier Marketing Department,

Ideally, you should address the employer using ‘Mr/Ms/Mx’ and their surname, particularly if the job advert has specified whom to contact.

If a name wasn’t given, try contacting the company directly and asking for the hiring manager’s name. The fact that you put in the extra effort will help you stand out — and demonstrate essential PR skills, like outreach and networking.

3. Make a strong introductory statement

Start your cover letter by stating who you are, how many years of PR experience you have, and how you found out about the opportunity. Ditch a long rambling introduction in favour of a concise, enthusiastic, opening paragraph that gets the employer interested in you.

Which of the candidates below would you want to sit down with for an interview?

I was delighted when I saw that CyberTek are hiring for a new public communications specialist on Glassdoor. With four years of experience in media relations, I’m eager to see how I might help your brand increase its presence on Instagram and TikTok.

I’m writing to express my interest in the role of public communications specialist advertised on Glassdoor. With four years of experience in media relations and an interest in the consumer electronics industry, I believe I’m an ideal fit for this role.

The second candidate’s introduction is dull, and the word choice is lifeless. The first candidate doesn’t just capture our attention with more emotive language, but they also clearly state why they’re applying.

Making a clear statement of intent personalises your cover letter. It shows the employer you don’t just want any PR job — you want to work for them.

4. Sell your PR expertise

If your cover letter only describes your previous work experience, you’re missing an opportunity.

Your cover letter is especially useful for highlighting any soft skills you need for the public relations job you’re targeting. These PR soft skills often include:

• active listening
• communication skills
• research skills
• public speaking
• critical thinking skills
• time management
• negotiation
• active learning
• interpersonal skills
• service orientation
• flexibility
• self-confidence
• teamwork
• knowledge of current affairs

When you write about your soft skills in your PR cover letter, stick to the ‘show, don’t tell’ rule. Don’t just tell the employer you have research skills — instead, show them how research skills have helped you and your previous employers.

Here’s an example of a candidate using their cover letter to demonstrate research skills:

CyberTek’s next public relations specialist needs to be a self-starter with their finger on the pulse of social media. As a digital marketing specialist with OMNI, I used social listening software such as Sprout and Hootsuite to develop strategies for our paid advertising and social media teams. By paying close attention to developments on Instagram, I established relationships with several micro and nano influencers, allowing us to increase conversions by 30%.

5. End with a call to action

In PR, writing is always a means to an end, and your cover letter is no different. End with a strong statement reiterating your suitability for the job and willingness to meet in person, like this: