The traditional mainstream media should pay attention to the management and construction of their own reputation while adapting to the development of new media. They should regard media reputation management as the important task of daily operation from the aspects of intrinsic values, professional ethics, external image and brand communication. To achieve a good development, a medium must properly address relationships with its stakeholders and build a good reputation through stakeholders. The media reputation management framework is to deal with the relationship between the media and these stakeholders, and through them to shape and maintain a good media reputation.