News communicators belong to the "five W's" in communication, and the main factors affecting the change of audience's attitude are authority, goodwill, credibility and sleeper effect. From these four aspects: (1) authority refers to the strength, status, professional knowledge, experience and other factors of the communicator in the eyes of the audience. The identity of these people is enough to convince the audience and produce unexpected communication effects in the audience's psychology. Authoritative expert status and social status, talking about the same or similar issues with their own professional fields, is easily accepted and convincing. In order to better realize the intention of communicators, change the attitude of the audience and enhance the authority of their own communication, news organizations should quote more authoritative views or sit in guest news columns in the process of reporting news, so as to be more convincing in the eyes of the audience. But remember, once the public opinion is misled, the higher the authority of the communicator, the more serious the harm to society. (2) The audience's love for news media is mainly manifested in the following aspects: the style and characteristics of the self-love column of the audience; The audience likes some good-looking and high-quality broadcast hosts; The audience loves famous journalists from some media. First of all, the news media can plan their own news columns according to the interests of the audience and give them a proper positioning. Secondly, the news media should choose the announcer and program host that the audience likes. Choosing those hosts and announcers who are loved by the audience and have high quality will often get twice the result with half the effort. At the same time, the news media can also give full play to the role of well-known journalists. Journalists are recognized by the society because of their work or their personality. (3) In news propaganda, there are many ways to enhance the credibility of the media, among which "borrowing from others" and "borrowing from the other side" are very effective, because this method is more convincing than promoting yourself. (4) In the process of news dissemination, communicators should consider the psychological authority and goodwill of the audience, but they do not have to abide by this law and can be flexible and diverse. In some cases, the disseminator organization can be used as the information edge by some unpopular people. As long as the information content is beneficial to the communicator's organization, the audience will accept his point of view over time. In order to prevent the other party from using the sleeper effect for negative publicity, it is best to take the initiative to report some events in time and not give the other party a chance for negative publicity.