Professor Paul Baines

Paul Baines, Professor of Political Marketing in the University of Leicester School of Business, is a highly-regarded expert in applying marketing thought to business and government communications in order to improve their effectiveness.

Professor Baines’ research into government communications and propaganda/counter-propaganda is particularly relevant in addressing the threat of fake news in relation to COVID-19 at a time when the speed and accuracy of information is critical to the safety of the global population.

Away from academia, Paul is a councillor for Charnwood Borough Council, providing him with insight into community concerns about the virus and an understanding of how local councils can respond to residents.

Professor Baines’ work further supports the economy by assessing the impact of COVID-19 on businesses and how marketing can be used to counter the threat to revenue. As Non-Executive Director of the Business Continuity Institute (BCI), Paul is aware of the ways in which companies are responding to the challenges presented by COVID-19 and how best to make contingency plans.