Write about what you know. Journalists are supposed to be smart, but they don't have to be worldly right off the bat. That's what journalism school is for. If you don't know anything about U.S. foreign policy, don't write about how fascinated you are with the Middle East peace process and the Iraq war. If you can't name the British prime minister, don't write in your essay how riveting you find British politics, just to sound cosmopolitan. Admissions officers can smell a lie from miles away. They know when someone is making things up to appear smarter. If you come from a small town, and you've never traveled out of your home state, write about the community you grew up in and some of the interesting characters you've gotten to know.
Avoid sob stories. Admissions officers have read all of them-the one about how the applicant beat a disease, the one about how the applicant volunteered at a homeless shelter, the one about how the applicant joined the Peace Corps. These are cliche topics. If you write about them, your essay will likely be filed under "WAH."
Write about interesting events you have participated in or have witnessed, or places you've seen that were particularly unusual. Journalism schools like their students to be well-rounded and eclectic.
Use a light tone when you're writing your essay and try to incorporate humor. Admissions officers are used to reading heavy material and, as mentioned, sob stories. An essay that brings a smile to their face and is witty, without being cheesy, will stand out among the rest.
Write your essay as though you are narrating an episode of a funny television show, or as though you are telling a story to your best friend over the phone. Do not repeat yourself and avoid using words a college admissions officer would need to look up in a thesaurus. The best journalists use simple language and write pieces that anyone who has a basic grasp of the language can understand.
Detail any journalistic feats you're particularly proud of. Did you uncover a major scandal in your home town for a local or undergraduate college newspaper? Did you interview a particularly interesting personality? Don't just list such achievements. Describe things you didn't write about, such as how you felt when you produced such stories and what impact you hope they made.