Guangzhou has a considerable scale of media reserves, how to use the media to carry out the image of the city becomes the key problem of external communication capacity building. Referring to the idea of integrated marketing communication, the perspective of media in urban image communication should be all-directional and three-dimensional. It is necessary to make the best use of the situation according to the audience's information receiving habits and media characteristics, carry out reasonable collocation and optimization combination, and give full play to the combination effect of different media.