In the new media era, media literacy has become the basic accomplishment of social citizens. It is also the key ability of the counselors to carry out ideological and political education of college students and to engage in management and education services. Because of the nature of the profession and the particularity of the work object, the media literacy of the college counselors has a richer connotation than other public. For example, information recognition involves in distinct political acuity, information dissemination involves the right ideological guidance, information processing involves a wealth of knowledge transmission, and information interaction involves a harmonious emotional communication. The media literacy of college counselors is not only beneficial to the improvement of the self professional quality and ability, but also to strengthening the ideological and political education work effectiveness, promoting the innovation of college students management work and realizing the students’ healthy growth and all-round development. Therefore, the state，society, universities and counselors should attach great importance to it, and take effective measures together to form a comprehensive and three-dimensional network, and constantly promote counselors’ media literacy.