The Bassett Business Group

The Bassett Business Group was founded in 1986 in Detroit, United States, at a time when the corporate communication landscape was undergoing significant change. The firm's founder, Leland K. Bassett, brought a background in business communication and a focus on applying communication science and psychology to strategic counsel. Rather than simply offering press release distribution or media pitching, the agency set out to build genuine understanding between organizations and their stakeholders. This psychological approach to public relations remains at the core of the firm's identity today, distinguishing it from many traditional PR agencies.

Current Focus and Approach

Today, The Bassett Business Group operates as a global strategic communication management consultancy with a lean team of approximately 16 employees and 24 contract specialists working across three continents. Despite being headquartered at 660 Woodward Ave in Detroit, the firm serves clients well beyond Michigan, leveraging a network of professionals in North America, Europe, and Asia. The company emphasizes data-driven communication strategies, using research and analytics to craft messages that resonate with specific audiences. This evidence-based approach is applied across all their service areas, from branding to crisis communication. The firm is led by Chairman and CEO Leland K. Bassett, whose extensive experience in business communication and various industry affiliations guides the agency's strategic direction.

Core Services and Specialties

The Bassett Business Group offers a comprehensive suite of integrated communication services designed to help clients navigate complex stakeholder environments. Their work blends traditional public relations with modern digital strategies and marketing discipline. Key areas of expertise include:

• Strategic integrated communication planning and management
• Branding and marketing strategy
• Public relations and media relations
• Digital strategies and content marketing
• Crisis communication and reputation management
• Advertising and paid media campaigns
• Executive search services through Bassett & Bassett Executive Search
• Content strategy and storytelling
• Audience research and communication science application

These services are not offered as isolated tactics but as part of a broader integrated communication framework. The firm's crisis management work, for example, draws on their deep understanding of human psychology and stakeholder dynamics, helping organizations prepare for and respond to high-stakes situations. Similarly, their content marketing and digital media services are built on a foundation of strategic planning rather than simply producing content for its own sake. The Bassett Business Group also offers executive search through a separate division, recognizing that leadership communication is often central to organizational success.

Who Benefits from Their Services

The Bassett Business Group is particularly well-suited for organizations that value a scientific, research-driven approach to communication. Companies facing complex reputational challenges, such as those in regulated industries or undergoing significant change, will find the firm's crisis management and strategic planning expertise valuable. Mid-sized to large enterprises looking for integrated communication that bridges public relations, marketing, and digital strategy are a natural fit. The agency's global reach also makes it appropriate for organizations with international operations or aspirations. Because of their emphasis on communication science and psychology, The Bassett Business Group tends to work best with clients who are open to data-informed strategies and long-term relationship building rather than quick-fix tactics. Whether a company needs help with brand repositioning, media training, or navigating a crisis, the Detroit-based consultancy brings both local understanding and global perspective to the table.