The growing emphasis on Environmental, Social, and Governance (ESG) principles, particularly in corporate sectors, shapes investment trends and operational strategies, whose shift is supported by the increasing role of media in monitoring and influencing corporate ESG performance, thereby driving the energy innovation. Therefore, based on reported events from Baidu News and patent text information of Chinese A-share listed companies from 2012 to 2022, this study innovatively applied machine learning and text analysis to measure ESG news sentiment and corporate energy innovation indicators. Combing with reputation, stakeholder, and agency theories, we find that a good reputation conveyed by positive ESG textual sentiments in the media significantly promotes corporate energy innovation, and the effect is mainly realized through alleviating financing constraints and agency problems and promoting green investment. Further analysis shows that ESG news sentiment promotes corporate energy innovation mainly among private firms, non-growth-stage firms, high-energy-consuming firms, and regions with better green finance development and higher ESG governance intensity. From the perspective of ESG news content and information content, greater ESG news attention can also exert an energy innovation incentive effect, in which the incentive effect exerted by positive media sentiment in the environmental (E) and social (S) dimensions, as well as excellent attention, is more robust. This study provides new insights for promoting green and low-carbon development and understanding the external governance role of media in corporate ESG development.