Abstract: This study aims to discuss the key conception formula of journalism credibility by basis on three related terms communication believability, news objectivity and journalism professionalism. Although there are similar elements and analogous meanings, it shouldn’t be determined that they are completely equivalent. Therefore, the study constructs the key conception formula by technological dimension and ethical dimension, and concludes that journalism credibility is integrated conception composed of technological references of communication believability, reporting rules and behavior standards of news objectivity, self-disciplined and moral values of journalism professionalism.

Key words: believability, objectivity, professionalism, conception Formula, Journalism Credibility