Abstract: New Media has superiorities of faster transmission speed, more information content and platformization of interactive communication, the information transmission among college students is with the characteristic of individuation, liberalization and privacy. University publicity work under new media environment needs to adapt to students' needs and change ideas actively. To be good at using modern media means, strengthen the management of new media platforms, make suitable information contents easily accepted by college students, which will contribute to narrow the distance between students, school and teachers, to promote the serving and culturing function of university publicity work.