Before coming to WWE as an announcer he was a journalist and working for a CBS Radio. He was sent to the Branch Davidian church in Waco by the CBS. In 1994 he was sent Bosnia-Herzegovina to cover the war but, it turned into the 9 months stay and this incident changes his life completely. His documentary “Voices of Bosnia” has won many awards. In 1995 Cole was sent to Oklahoma City to cover the after bombing effects by Timothy McVeigh. Cole also conducted three presidential elections in 1988, 1992 and in 1996.

In 1997 he joined the WWF and started using his name Michael Cole he began to conduct the interviews and started hosting Live Wire show. In 1999 he became the play-by-play anchor for the Monday Night Raw when Jim Rose got injured. He began broadcasting with his partner Jerry “The King” Lawler but later he was replaced by Tazz, when he left the WWE in June 2006. Tazz gave him the nickname “The Big Dog”. He also took part in Smackdown’s old show WWE Velocity.

As announcer, Cole also had minor roles in storylines concerning with several wrestlers like Stone Cold Steve Austin, Heidenreich, John Cena, the second original D-Generation X, Stephanie McMahon and Vito. He also took part in the Taxi Driver parody clip in advertising of WrestleMania 21.

On February 3, 2006, it was declared that Cole and Tazz were opening a radio show on Howard 101 radio station. On April 26, 2006 Cole was promoted to Magazine editor for WWE.com, later he became the Managing Editor of the WWE.com on September 14. He updated the content of WWE.com and scheduled the web only shows for the month of October and provides more new videos on website. On June 9, in an episode of Smackdown Tazz left out the ECW ant at that time Cole was the only broadcaster. John Bradshaw Layfield announced at ECW One night Stand that he would replace Tazz.