What Truscott Rossman does

Truscott Rossman is a privately held, Michigan-based public relations and public affairs firm founded on January 11, 2011, when John Truscott (former press secretary to Governor John Engler) and Kelly Rossman-McKinney (Democratic strategist, deceased 2021) merged their respective firms to create what the company describes as Michigan's only bipartisan public affairs practice. The firm employs approximately 24 people across three Michigan offices (Lansing headquarters, Grand Rapids, Detroit) and generates revenue through retainer-based strategic communications, crisis communications, public affairs and government relations, executive consulting, ballot initiative and coalition campaigns, and content/digital services. Named clients span Fortune 500 corporations, state and local government agencies, trade associations, nonprofits, and advocacy groups across healthcare, banking, insurance, automotive, energy, real estate, pharmaceutical, and education verticals.

The company's product surface consists of three primary assets: (1) the Truscott Rossman Lobby Guide mobile app, a free searchable directory of registered Michigan lobbyists and Capitol press corps launched in 2021; (2) Say More, a wholly-owned content studio launched publicly in May 2025 that offers video production, design, integrated marketing, and digital advertising, built on a marketing firm acquired circa 2023; and (3) AI-Powered Reports, a proprietary generative-AI-enabled reporting module that the firm claims delivers a 33% efficiency increase by automating proposal drafting, contact list maintenance, and content generation trained on the firm's own voice and style. The firm's technology stack is therefore oriented around productivity tooling for internal staff and client deliverables rather than platform software sold to third parties.

The go-to-market model is relationship-driven B2B professional services: direct outreach by senior consultants, thought-leadership content (insights blog, Beyond Both Sides podcast), client testimonials, case studies, annual presence at the Mackinac Policy Conference, and the Lobby Guide app as a community-utility brand asset. Pricing is custom and undisclosed; revenue figures are not publicly reported. The firm has held the MIRS/EPIC-MRA Most Effective PR Agency designation for eight consecutive cycles from 2011 through 2025, and John Truscott has separately been named Most Effective PR Professional for three consecutive surveys, indicating durable brand leadership within the Michigan market despite the absence of disclosed financial scale.

Name

Truscott Rossman

Legal name

Truscott Rossman

Website

https://truscottrossman.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Truscott Rossman is a Michigan-based B2B public relations and public affairs firm serving Fortune 500 corporations, government agencies, nonprofits, and advocacy groups through strategic communications, crisis management, government relations, executive consulting, and content creation services delivered across Lansing, Grand Rapids, and Detroit.

Ownership category

akta.pro rank

Product category

Public Relations and Public Affairs Services

NAICS

Public Relations Agencies (541820), Public Relations Agencies (54182), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

PR, Corporate Communications & Crisis Management (BPAFAAAL)

akta.pro secondary industry

Reputation Management & Online PR (BPAFADAN)

Keywords

• Public relations services
• Public affairs consulting
• Government relations advisory
• Crisis communications management
• Strategic communications consulting

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Strategic Communications Consulting: Retainer-based strategic consulting engagements for public relations, crisis communications, and executive communications. Custom engagement structures tailored to client complexity and scope.
2. Public Affairs Services: Legislative, regulatory, and government relations counsel including coalition building, ballot initiative strategies, and issue advocacy campaigns.
3. Content & Creative Services: Content creation, integrated marketing, digital advertising, and brand/design services delivered through affiliated brand 'Say More' studio.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Truscott Rossman is a Michigan-based bipartisan public affairs and strategic communications firm that sells retainer-based and project-based public relations, crisis communications, executive consulting, government relations, coalition building, ballot initiative strategy, and content services to enterprise, government, association, and nonprofit clients. The firm also produces proprietary technology including an AI-powered reporting platform and the Lobby Guide mobile app, and operates the Say More content studio for video, design, and integrated marketing.

Product overview

Truscott Rossman operates as a public relations and public affairs firm offering a portfolio of services centered on strategic communications, earned media, coalition building, and crisis management. The firm's product portfolio consists of its core Lobby Guide App (a mobile networking tool for lobbyists), the Say More Content Studio (a sub-brand providing video, design, and integrated marketing services), and AI-Powered Reports (a proprietary AI-enabled reporting module). These offerings work together to provide comprehensive communications solutions spanning traditional PR to modern digital content creation and AI-driven insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Communications Consulting Retainer-based strategic communications consulting covering public relations, crisis communications, executive communications, and media relations for Fortune 500 enterprises, nonprofits, advocacy groups, and government agencies in Michigan. Engagements are custom-built around client complexity and scope.
• Public Affairs and Government Relations Services Legislative, regulatory, and government relations counsel including bipartisan coalition building, ballot initiative strategy, and issue advocacy campaigns. Delivered to industry associations, corporations, nonprofits, and government entities operating in or engaging with Michigan.
• Executive Consulting Services Senior-level executive communications and consulting practice led by Senior Advisors and Senior Directors, providing strategic counsel to C-suite leaders and organizations on communications, reputation, and stakeholder positioning.
• Lobby Guide Mobile App Award-winning, free mobile networking app for registered lobbyists, Capitol press corps, and Michigan public affairs professionals. Provides detailed profiles, high-quality photos, and biographical updates of lobbyists from multi-client firms, associations, unions, corporations, universities, and reporters covering the Michigan Capitol.
• Say More Content Studio A wholly-owned Truscott Rossman content studio offering video production, design, integrated marketing, digital advertising, and brand services for clients seeking modern, digital-first content and storytelling capabilities.
• AI-Powered Reports Proprietary generative-AI reporting capability that produces fast-paced updates and polished client-facing presentations, augmented by custom AI tools trained on Truscott Rossman's house style for consistent content generation.

Quantifiable outcome

• Special Education Millage passed with 60% voter approval (up from previous margin of 6 votes)
• +2 more outcomes

Named customers21 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Lambert: Michigan-based, full-service public relations and public affairs firm operating from Grand Rapids with comparable Fortune 500 / association clients and bipartisan positioning. Closest direct competitor to Truscott Rossman's Michigan-centric PR and government-relations model.
• Martin Waymire: Lansing-headquartered public affairs and communications firm specializing in Michigan public policy advocacy, ballot campaigns, and association clients. Direct peer in Michigan state-level public affairs work.
• ROKK Solutions: Washington D.C.-based public affairs and integrated communications firm focused on advocacy, crisis, and coalition building. Comparable in business model (retainer-based public affairs) and overlap on Fortune 500 / association clients.
• kglobal: Public affairs and integrated marketing agency serving corporate, government, and advocacy clients with crisis and earned-media specializations. Comparable in retainer-based public affairs model and Fortune 500 client base.

Broad incumbents

• Edelman: World's largest PR firm with global public affairs and corporate communications practice serving enterprise clients including many of Truscott Rossman's roster (DTE, PhRMA, Henry Ford Health). Represents competitive pressure from national incumbents entering Michigan engagements.
• Weber Shandwick: Global public relations firm within the Interpublic Group with strong public affairs, healthcare, and corporate communications practices. Competes for the same Fortune 500 mandates Truscott Rossman serves.
• APCO Worldwide: Global public affairs and strategic communications consultancy with deep expertise in crisis, government relations, and association work. Overlaps on advocacy/coalition building services that are core to Truscott Rossman.
• 5W Public Relations: U.S. public relations agency with strong corporate communications, crisis, and B2B practices serving enterprise clients. Comparable service mix to Truscott Rossman's corporate communications and crisis offerings, though at national scale.

Emerging players

• Real Chemistry: Data-driven marketing and communications firm with strength in healthcare and AI-enabled content services. Comparable to Truscott Rossman's push into AI-powered reporting (33% efficiency gain) and Say More digital content.

Regional players

• Midwest Strategy Group: Midwest state-government relations and public affairs consultancy (Kansas/Missouri focus) with association and corporate clients. Comparable in state-level lobbying, coalition building, and ballot-campaign services, though operating in a different geography.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/truscott-rossman
• Xx.com/TruscottRossman

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Truscott Rossman