The media are mediators of the symbolic content between rulers and governed, and contribute to the formation of public opinion. For this reason, this research of explanatory descriptive level of causal type ex post facto, determined the level of influence of the news on the corporate image of the Provincial Municipality of Piura (Peru) from the citizen's perception. The results showed that the news has a significant influence on the readership, and it was concluded that, despite recognizing that the content is biased and biased, they focus on the issues that the media include in their agendas and assume their perspectives.