In the current context, universities operate and develop under autonomy and accountability. It is an opportunity to encourage universities to be more dynamic, open, and adaptable to the times and to reduce dependence on state budget sources. Therefore, media activities in university admissions are particularly important, especially in private and international universities. In this article, the author discusses the role of media activities in admissions and their significance. With the development of the Fourth Industrial Revolution, it is easy to see that online media activities bring more benefits and influence. However, direct media communication remains an irreplaceable method. Through this article, the author proposes a research direction for developing media activities in university admissions and offers solutions to guide media activities in higher education institutions in the future.