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Hi there,
My name is Wayne Pollock. I have lived and breathed the tension lawyers feel between being billable and spending non-billable time marketing ourselves.
I worked for more than six years as a litigation associate at Dechert LLP, one of the largest and most profitable law firms in the world. I felt that tension, that tug-of-war, daily.
We lawyers know we should be writing bylined articles, blog posts, client alerts, and other high-quality written content that shows current and prospective clients and referral sources that we are knowledgeable about the areas of law we practice.
We know these materials position us as “thought leaders” to these audiences.
But every minute we spend marketing is a non-billable minute. Non-billable minutes are unprofitable minutes.
When I was at Dechert, I hated having to take time away from my billable work. For one, I enjoyed (most of) the client work I had on my plate at any given time. And of course, I didn’t want to fall behind on my annual billable hour requirement. If I did, I jeopardized my good standing within the firm and my eligibility for a year-end bonus.
At the same time, I had no chance of building a legal practice if I didn’t engage in opportunities to market myself and show the world (including prospective clients and referral sources) what I knew.
Fast forward a few years later to when I went out on my own and launched my hybrid legal services and communications firm (Copo Strategies). Am Law 50 law firm partners, as well as partners at catastrophic personal injury and whistleblower (plaintiff-side) firms began asking me to ghostwrite blog posts and bylined articles for them.
That’s because my clients realized that with me ghostwriting thought-leadership marketing materials for them worthy of being published under their own names, they could publish that kind of content without having to invest much non-billable time in the process.
I realized that if these accomplished but busy lawyers could benefit from my ghostwriting services, surely others could too. And so, the Law Firm Editorial Service was born.
We help lawyers and their law firms end the tug-of-war between billable client work and non-billable marketing efforts. We also help executives at companies serving the legal industry end their own tug-of-war between tending to business initiatives and building their prominence in their industries.
Because we ghostwrite high-quality lawyer-written thought-leadership marketing content for law firms, I like to say we help their lawyers market themselves in a way that keeps them billable now—and profitable later.
I look forward to the opportunity to help you and your law firm or company do the same.
To your continued growth and success,
Wayne Pollock
Founder, Law Firm Editorial Service
Publications/Media Appearances
2023
“Use This Framework for Integrating AI Into Your Thought Leadership Content Process,”
The Legal Intelligencer/ Pennsylvania Law Weekly, August 29, 2023 (authored)
“Legal Marketers and Business Developers Are Bullish on AI, Despite Some Firms Pushing Back,”
The Legal Intelligencer, July 21, 2023 (quoted in)
“Young Litigators Are More Demanding Than Ever. Firm Leaders Can Either Adapt or Bleed Talent,”
The Legal Intelligencer, May 11, 2023 (quoted in)
“Is Your Thought Leadership Chasing Eyeballs or Hearts and Minds?“
The Legal Intelligencer/ Pennsylvania Law Weekly, May 9, 2023 (authored)
“5 Reasons to Curate Thought Leadership Content When You’re Too Busy to Produce It Yourself,”
The Legal Intelligencer/Pennsylvania Law Weekly, March 7, 2023 (authored)
“‘You’re Going to Miss Out’: How to Mine Social Media for Clients Without Alienating Your Firm,”
The Legal Intelligencer, February 23, 2023 (quoted in)
“‘A Very Fast Way for a Young Attorney to Destroy Their Career’: Lawyers on Social Media Disrupt Rainmaking Dynamics, Finding Success and Trouble,”
The Legal Intelligencer, February 1, 2023 (quoted in)
“Give Your Law Firm’s Executives a Thought Leadership Platform,”
The Legal Intelligencer/Pennsylvania Law Weekly, January 10, 2023 (authored)
2022
“What legal strategy? Sam Bankman-Fried’s FTX comments will cause headaches, experts say,”
MarketWatch, November 29, 2022 (quoted in)
“Prioritize Frequency Over Caliber in Your Law Firm’s Content Marketing Program,”
The Legal Intelligencer/Pennsylvania Law Weekly, August 30, 2022 (authored)
“3 Reasons To Embrace Jargon In Legal Marketing Content,”
Law360.com, August 2, 2022 (authored)
“It’s Time for Corporate Law Firms to Develop Their Metaverse Content Marketing Plans,“
The Legal Intelligencer/Pennsylvania Law Weekly, May 3, 2022 (authored)
“Use Marketing and Biz Dev Content for Cross-Selling Success,”
Law Journal Newsletters – Marketing the Law Firm, April 2022 (authored)
“Use Business Development Content for Cross-Selling Success,”
Law Journal Newsletters – Accounting and Financial Planning for Law Firms, April 2022 (authored)
“This Is Your Secret Weapon for Cross-Selling Your Law Firm’s Services,”
The Legal Intelligencer/Pennsylvania Law Weekly, March 8, 2022 (authored)
“Rick Pitino out to stop book that paints him as party to Adidas bribery scheme at Louisville,“
Louisville Courier Journal, February 23, 2022 (quoted in)
“Expanding or Pivoting Your Practice? Do It by Calling Your Shot Like Babe Ruth,”
The Legal Intelligencer/Pennsylvania Law Weekly, January 11, 2022 (authored)
2021
“Six Ways Content Can Supercharge Your Law Firm’s Recruiting Efforts,”
The Legal Intelligencer/Pennsylvania Law Weekly, August 31, 2021 (authored)
“Wayne Pollock: Creating Content as an Advocate of You,”
BE THAT LAWYER Podcast, May 31, 2021 (interview)
“How Bylined Articles Can Fit Into Your Marketing/Business Development Efforts,”
The Legal Intelligencer/Pennsylvania Law Weekly, May 11, 2021 (authored)
“3 Steps to Writing Case Studies That Compel Clients to Hire Your Law Firm,”
The Legal Intelligencer/Pennsylvania Law Weekly, March 16, 2021 (authored)
“Ghostwriting for Law Firm Thought Leadership,”
Spill the Ink Podcast, February 2021 (interview)
“7 New Year’s Resolutions to Improve Your Thought-Leadership Marketing Content,”
The Legal Intelligencer/Pennsylvania Law Weekly, January 12, 2021 (authored)
“40 Proven Marketing Ideas for Law Firms,”
Constellation Marketing, January 2021 (contributor)
2020
“Scarlett O’Hara, Michael Corleone, the Titanic, and Your Firm’s Marketing,”
The Legal Intelligencer/Pennsylvania Law Weekly, September 1, 2020 (authored)
“It Doesn’t Break Ethical Obligations. So Why is Reddit Still Scaring Off Attorneys?,”
Legaltech News, September 1, 2020 (quoted in)
“Is The Court of Public Opinion Important? with Wayne Pollock,”
Profit With Law Podcast, July 30, 2020 (interview)
“Wayne Pollock | Effectively Addressing the Court of Public Opinion and the Court,”
Wealthy Woman Lawyer Podcast, June 2, 2020 (interview)
“The Six Habits of Highly Effective Law Firm Thought-Leadership Content,”
The Legal Intelligencer/Pennsylvania Law Weekly, May 5, 2020 (authored)
“Your Firm Should Go All In On Thought-Leadership Marketing Now,”
The Legal Intelligencer/Pennsylvania Law Weekly, March 10, 2020 (authored)
“Four Trends for Engaging the Court of Public Opinion in 2020,”
The Legal Intelligencer/Pennsylvania Law Weekly, January 7, 2020 (authored)
2019
“‘Annoyance’ Atty Lets Jurists Know When They Get His Goat,”
Law360, December 13, 2019 (quoted in)
“‘Partner Alleges Mismanagement in Complaint Seeking to Dissolve Pond Lehocky Firm,”
WorkCompCentral, December 6, 2019 (quoted in)
“2019 Pennsylvania [Legal] Trailblazers,”
The Legal Intelligencer, November 19, 2019 (award)
“Takeaways From DLA Piper Partner’s Sex Assault, Bias Battle,”
Law360, October 30, 2019 (quoted in)
“Three-Way Mudfight Unleashed by DLA Piper’s #MeToo Mess,”
The American Lawyer, October 24, 2019 (quoted in)
“Understanding PR & Marketing for Law Firms,”
LAWsome Podcast, September 24, 2019 (interview)
“Attorneys Will Need to Defend Themselves if a Client Draws Public Scrutiny,”
The Legal Intelligencer/Pennsylvania Law Weekly, September 3, 2019 (authored)
“In the Court of Public Opinion, Settlement Negotiations are Always Admissible,”
The Legal Intelligencer/Pennsylvania Law Weekly, July 30, 2019 (authored)
“Wayne Pollock — The Court of Public Opinion,”
Trial Lawyer Nation Podcast, July 15, 2019 (interview)
“Don’t Be Like Mike (Avenatti): Idle Your Threats of Negative Publicity,”
The Legal Intelligencer/Pennsylvania Law Weekly, May 7, 2019 (authored)
“Wayne Pollock on PR for Lawyers,”
Clienting Podcast, March 25, 2019 (interview)
“Willkie, College Admissions and the Crisis Management Playbook,”
The American Lawyer, March 15, 2019 (quoted in)
“The Curious Case of the Tongue-Tied Law Firm,”
The Legal Intelligencer/Pennsylvania Law Weekly, March 12, 2019 (authored)
“Newshacking and PR for Small Businesses w/ Wayne Pollock,”
The Growth Goal Podcast, March 7, 2019 (interview)
“How Attorneys Can Use PR to Promote Both Their Cases and Practices,”
Legal Marketing 2.0 Podcast, February 5, 2019 (interview)
“This Facebook Public Relations Tactic Is Gaining Popularity with Attorneys, Clients,”
The Legal Intelligencer/Pennsylvania Law Weekly, January 15, 2019 (authored)
“How Professionals Can Use Social Media, and Traditional Media, To Build Their Brand,” Chapter 45 of The Ultimate Guide to Social Media for Business Owners, Professionals and Entrepreneurs by Mitch Jackson (contributing author)
2018
“What Does Your Law Firm Stand For? Roughly Two-Thirds of Your Clients Want to Know,”
The Legal Intelligencer/Pennsylvania Law Weekly, November 6, 2018 (authored)
“These Mistakes Are Keeping Your Firm’s Newsletter from Being a Moneymaker,”
The Legal Intelligencer/Pennsylvania Law Weekly, September 4, 2018 (authored)
“How to Ethically and Effectively Use the Media and Engage the Court of Public Opinion with Wayne Pollock,”
Lawyers Gone Ethical Podcast, May 29, 2018 (interview)
“Be Sure to Play ‘Show and Tell’ With Your Law Firm’s Online Newsroom,”
The Legal Intelligencer/Pennsylvania Law Weekly, May 8, 2018 (authored)
“Two of the world’s most popular dating apps are seriously at war,“
Boston Globe, April 8, 2018 (quoted in)
“Tinder and Bumble Are Seriously At War,”
The New York Times, April 4, 2018 (quoted in)
“Ethics in the Court of Public Opinion,”
Maricopa Lawyer, April 2018 (cited)
“For Lawyers, the Cease and Desist Letter is the New Press Release,”
The Legal Intelligencer/Pennsylvania Law Weekly, March 13, 2018 (authored)
“How Criminal Defense Attorneys Can Level the Playing Field When It Comes to the Media,”
The Legal Intelligencer/Pennsylvania Law Weekly, January 9, 2018 (authored)
2017
“Wayne Pollock: Niche Practice and Public Relations,”
The Maximum Lawyer Podcast, December 20, 2017 (interview)
“Public Statements About Ongoing Litigation Can Lead to Defamation Claims,”
The Legal Intelligencer/Pennsylvania Law Weekly, November 7, 2017 (authored)
“Winning Your Case in the Court of Public Opinion with Wayne Pollock,”
The Gen Why Lawyer Podcast with Nicole Abboud, October 16, 2017 (interview)
“Response to Negative Publicity Provides Blueprint for Other Law Firms,”
The Legal Intelligencer, October 5, 2017 (authored)
“After Bad Press, When Should Law Firms ‘Come Out Swinging’?“
The Legal Intelligencer, September 29, 2017 (quoted in)
“Don’t Do These 5 Things When A Reporter Calls Seeking Comment,”
The Legal Intelligencer/Pennsylvania Law Weekly, September 5, 2017 (authored)
Spokesperson for Colleen Campbell and her family, June 2017
“10 Things I Hate About Statements to the Media About Ongoing Litigation” (Part I),
The Legal Intelligencer/Pennsylvania Law Weekly, May 9, 2017 (authored)
Fox 29 “Good Day Philadelphia,” May 6, 2017 (appeared live to discuss legal issues concerning criminal charges in connection with the death of Penn State University student Timothy Piazza)
Fox 29 “Good Day Philadelphia,” April 15, 2017 (appeared live to discuss legal issues concerning United Airlines’ removal of David Dao from Flight 3411)
“Trump Comments Highlight Need For a Plan When Clients Go Rogue,”
The National Law Journal, March 20, 2017 (quoted in)
“Policy of Not Commenting on Pending Litigation is Misguided,“
The Legal Intelligencer/Pennsylvania Law Weekly, March 14, 2017 (authored)
“Your Litigation Strategy May Be Killing Your Client’s Business,“
The Legal Intelligencer/Pennsylvania Law Weekly, January 10, 2017 (authored)
Speaking Engagements
2020
“Rule of Professional Conduct 3.6: The Ethics of Making Your Client’s Case in the Court of Public Opinion” Continuing Legal Education course
– September 16, 2020, to the Academy of Rail Labor Attorneys (Remotely)
– August 31, 2020, to LawBank (Remotely)
2019
“Rule of Professional Conduct 3.6: The Ethics of Making Your Client’s Case in the Court of Public Opinion” Continuing Legal Education course
– June 26, 2019, at Bardsley Benedict + Cholden, LLP (Philadelphia, Pa.)
2018
“Rule of Professional Conduct 3.6: The Ethics of Making Your Client’s Case in the Court of Public Opinion” Continuing Legal Education course
– December 18, 2018, at the Delaware County (Pa.) Bar Association (Media, Pa.)
– December 11, 2018, at the Bucks County (Pa.) Bar Association (Doylestown, Pa.)
– June 19, 2018, for the Montgomery County (Pa.) Inn of Court (Blue Bell, Pa.)
– May 22, 2018, at Horn Williamson, LLC (Philadelphia, Pa.)
– March 20, 2018, at an international, Am Law 100 law firm headquartered in Philadelphia, Pa.
“Engaging the Court of Public Opinion,” Maximum Lawyer Conference, May 17–18, 2018 (St. Louis, Mo.) (presenter)
2017
“Rule of Professional Conduct 3.6: The Ethics of Making Your Client’s Case in the Court of Public Opinion” Continuing Legal Education course
– December 13, 2017, for the Cleveland Academy of Trial Attorneys (Cleveland, Ohio)
– December 11, 2017, at Berger & Montague, P.C. (Philadelphia, Pa.)
– November 15, 2017, at Spector Gadon & Rosen, P.C. (Philadelphia, Pa.)
– November 6, 2017, at Klehr Harrison Harvey Branzburg LLP (Philadelphia, Pa.)
– May 2, 2017, at Offit Kurman (Philadelphia, Pa.)
“Ethics: Social Media, Trial Publicity and Professionalism” Continuing Legal Education course, New Jersey Association for Justice Boardwalk Seminar, April 28, 2017 (Atlantic City, N.J.) (co-presenter)
Law Firm Editorial Service
1650 Market Street
Suite 3600
Philadelphia, PA 19103
Born in Philadelphia, serving clients across the United States.
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