Abstract: The work of publicity is an important part in giving publicity to ideology in university, and an important front for strengthening the construction of ideology in university. With the rapid development of Internet, the shaping of new media or platform with the representation of network media makes tremendous shock on traditional media. The problems existing in the work of publicity are such as lacking interaction with audiences, inconspicuous characteristics, less timeliness, and the poor fusion of the new media with the traditional media etc. University should strengthen the team construction of specialization of publicity, promote public consciousness, improve the fusion of new media with the traditional media and promote the effect of publicity.