Contact Professor Paul Baines


Paul Baines is Professor in Political Marketing, Deputy Dean (Strategic Projects) and Director of Executive Education at the University of Leicester School of Business (ULSB). He is a Visiting Professor at Cranfield School of Management and an Associate Fellow of the King's College London's (KCL) Centre for Strategic Communications. He is a highly-regarded expert in applying marketing thought to business and government communications in order to improve their effectiveness and is a frequent broadcast and press media commentator on political marketing/strategic communication issues. Professor Baines conducts research into government/political communications and propaganda/counter-propaganda, particularly relevant, for example, in addressing: the threat of Covid-19 dis/misinformation at a time when the speed and accuracy of information is critical to the safety of the global population and the threat of political disinformation, particularly that aimed at Western governments and their allies, to destabilise their populations and damage their relations with third party countries. He was made a Fellow of the Market Research Society (MRS) in 2016 and is a Fellow of the Institute of Directors. He holds bachelors, masters and doctoral degrees from The University of Manchester, a Masters from Lancaster University and a Postgraduate Certificate in Higher Education from Middlesex University. Paul's commercial marketing research/strategy consultancy includes experience working with small, medium and large private enterprises including for IBM, 3M, Saint Gobain Glassolutions, Fulham Football Club and many more others over the years. He operates his own strategic marketing and market research consultancy, Baines Associates Ltd. He is Non-Executive Director (Academic) for the Business Continuity Institute.

Current activities

Paul's research has focused on political marketing, strategic communication and propaganda. He is particularly interested in how messages are received, especially through emotional appeals. Current research work includes grant funding to evaluate the effectiveness of police social marketing/counter-terrorism communications and evaluating Covid-19 dis/misinformation in Malawi. He is currently supervising a Cranfield DBA student investigating political marketing to youth people. He is also currently working on an edited Handbook of Political Marketing.


  • AstraZeneca PLC
  • Rolls-Royce Holdings PLC
  • Sport England


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