As an important force in the external governance of enterprises, the impact of media on the innovation of green technology of enterprises has attached much attention. Through the sample examination and comparison of Chinese A-share heavily polluting industry listed companies from 2008 to 2019, this paper finds that media attention plays a significant part in promoting the green technology innovation of heavy pollution enterprises and finds that media attention promotes mainly the effect of green technology innovation of heavy pollution enterprises through the innovation incentive effect, supervision constraint and environmental protection concept effect. At the same time, the results of green technology innovation of enterprises are great and the green technology innovation of state-owned enterprises can produce better incentive effects under the positive media reports. In further analysis, company characteristics also bring different incentive effects such as the tone of the annual report text, the mood of the response and whether it paid attention to environmental safety.