Helen Tobin, Head of Communications at Substack, joined Alyssa Gilmore for a conversation on the evolving media landscape and its implications for communicators. They discussed the fragmentation of media, shifts in trust, and how individuals and institutions are building influence in new ways. 

The discussion covered the rise of Substack and how journalists and creators are establishing independent credibility, the difference between influencers and independent journalists, and how communicators can navigate channels, engage niche audiences, and evaluate corporate or branded Substack initiatives. Helen and Alyssa also explored strategies for earning trust in a skeptical environment and creating meaningful engagement in communities where influence is built through consistent, thoughtful communication. 

Recorded live at the Financial Narrative Fall Forum, November 18, 2025.