公信力是传媒在受众与社会中长期形成的美誉度、权威性和影响力,是衡量传媒的受众亲和力、市场竞争力和社会影响力的重要指标。在长期的传播实践中,各级党报普遍获得了比较高的公信力。随着报业新一轮整顿以及新媒体的崛起,作为县级报纸如何增强传播的公信力?本文以《常熟日报》为例,探索县级报纸增强传播公信力的要素。 Credibility is the reputation, authority and influence of the media in the audience and in the society. It is an important indicator to measure the audience’s affinity, market competitiveness and social influence. In the long-term practice of communication, party newspapers at all levels have generally gained relatively high credibility. With the new round of newspaper consolidation and the rise of new media, how can county newspapers enhance the credibility of communication? This paper takes “Changshu Daily Newspaper” as an example to explore the key elements of county newspapers in enhancing the credibility of communication.