Regional image belongs to the field of image, whose main body of construction and diffusion is the government, including its large-scale public relation activities and behavior. With the development of regional economy, and in partial, under the background of middle rising and booming in China and One Country Two System, regional image, as the soft power of regional economy, politics and culture, has drawn wide attention. In the course of the construction and diffusion of the government, the medium serving as the bridge over between the government and the public, is the important means for the government to construct and spread the regional image, and in the meanwhile, also an important platform to display regional image .The so called "the fourth media " news website, because of its rapidity and interaction, transfer regionalism has played more and more important role in the construction and diffusion of regional image.Nowadays, the theoretical circle pays much attention to the role that the news website playing in regional image's construction and diffusion, but the theories concerned are few. Moreover, the significance of guiding to the reality is little. The paper, connecting concerned subject theories, say, theories of public relations, communication science, regional economics and sociology, and the practice in news website over one year, relatively comprehensively clear up the concept and connotation of regional image, its significance of construction and diffusion, the news website enjoying the advantage in construction and diffusion regional image, and the major means of construction and diffusion. By virtue of literature and practice, this paper analyze and put forth the deficiency and cause of the news website's influence on the construction and diffusion of regional image, and also the strategies in solution to the problems.