Prager Jones Redefines Family Law Marketing Through Social Media
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Prager Jones, APC
7777 Alvarado Road, Suite 601
La Mesa, CA 91942
With a Silicon Valley-style culture and a video strategy that attracts hundreds of thousands of viewers each month, the firm is reshaping how attorneys engage with the public.
Since the last time we caught up with Prager Jones, the La Mesa law firm has become an industry leader in social media marketing, say founders Steven J. Prager and Morgan Nusbaum Jones. In addition to being a leading divorce and family law firm, Prager Jones is innovating the way social media is used for legal marketing. The audience size for their videos averages 150,000-200,000 viewers per month on TikTok, YouTube and other outlets. The total number of views their videos have received is in the millions.
“Our videos engage people with relatable content that connects with their concerns and interests. If you have the ability as a firm to make content that people can connect with, then it’s going to be an easy choice for the potential client who says, ‘I feel more comfortable with a particular firm because I already feel like I know them through their videos. I already like what they have to say, their energy, their personalities, and I like how they communicate.’ Our future clients feel like they already know us before we ever say hello, shake hands, and begin helping them solve their legal problems,” Prager says.
Jones, who is Managing Partner, enthusiastically agrees. “The incredible number of responses to our videos can be overwhelming, but it seems that our videos have influential qualities and help clients connect with the human beings behind the attorney’s pictures or website. Clients can get to know us before they talk to us and gain insight into how we approach different issues. I’ve had so many consultations where a potential client mentions that they have been watching our content. The videos resonate with people.”
“One of the most common phrases I hear these days from potential clients is, ‘I want to talk to the lawyer from the videos,’” says Prager Jones’ case manager, Maria De La Vega.
Jones earned her B.M. in Music Business/Management from Berklee College of Music in Boston. The experience proved to be an asset to the design and production of the videos. She earned her J.D. from Loyola Law School, Los Angeles, in 2015. She is admitted to practice in the State of California and the U.S. District Court for the Central District of California. Jones is a member of the California Lawyers Association, Family Law Section, and the San Diego County Bar Association, Family Law Section. She was named a Super Lawyers Rising Star in 2023, 2024, and 2025.
Co-Founders Steven J. Prager and Morgan Jones have reshaped family law marketing with a video strategy that attracts hundreds of thousands of viewers each month.
"Working with Prager Jones was truly a refreshing experience. In a world where too many law firms feel corporate, distant, or overly transactional, they stand out as something entirely different—and better. This firm truly goes above and beyond. I could tell immediately that they aren’t just practicing law; they’re building relationships."
—Elizabeth F.
Prager has handled thousands of cases over the past 15 years with a focus on legal strategy and litigating trials. He and Jones founded Prager Jones, APC, in 2018, where practice areas include divorce, custody, parentage/paternity, domestic violence, prenuptial agreements, and mediation. The strategy of using social media has worked well to grow their business. In 2025, Prager Jones moved from their former five-office suite to a 15-office suite. Prager says, “We are the firm that every millennial attorney dreams of working for. We wear comfortable clothes to the office every day. We don’t have set hours or huge billable hour quotas. We break most corporate cultural norms. We’re more like a Silicon Valley tech start up than a law firm when it comes to culture. When it comes to our clients’ legal matters, we take that very seriously.”
One of the reasons for the firm’s leadership position in the use of social media is Prager’s education and background in the entertainment industry. He attended film school at California State University at Northridge with the goal of building a successful career in the entertainment industry. His original game plan was to become a success in the entertainment industry through entertainment law. “I became aware early on in my career that the entertainment attorneys had a massive influence over the production of media content. That’s where I wanted to be, the upper echelon of the production ranks,” he says. The plan was to graduate from law school in San Diego and return to Los Angeles to continue working in entertainment.
Prager’s junior and senior year film projects, which he both acted and directed in, took top honors at his alma mater’s annual film festival. The success of his student films caught the attention of television producer and current host of Wheel of Fortune Ryan Seacrest. Seacrest hired Prager in his senior year of college, which added to his exposure to the industry from an insider’s perspective. The insight gained by working on major studio productions provided a significant edge in later years creating media and content for his law firm.
Attending law school awakened a new interest. He served as a law clerk with the San Diego Alternate Public Defender and spent considerable time in a courtroom and working on trials. During his time at the Public Defender Prager became fascinated by trial work and discovered he loved the fast pace, challenge and mechanics of being a trial lawyer. His newfound fascination with trial work sent his career on a different path. The daunting reality of pushing paper all day as an entertainment attorney, dealing with contracts, agreements, and corporate meetings suddenly seemed boring. “I wouldn’t be happy sitting behind a desk all day doing paperwork,” Prager says.
Prager’s background in film and entertainment gave him a unique edge in creating engaging media for the firm that now drives their social media success.
Prager and Jones report that the reason for the positive response to the firm’s social media efforts is due to their focus on presenting material that inspires curiosity and emotionally connects with their audience. Jones says that of all their video content, the ones relating to custody get the most traction. “That makes sense because it is such an emotionally charged part of family law. It is very fact specific, and a good strategy for custody cannot easily be found by doing a quick google search. One strategy won’t work for every case. Through our videos we give people insight into the nuances involved in developing a case strategy. Custody is also so close to the heart for most clients. Since the last article I’ve had two children which makes me understand the emotions even more of our clients facing contested custody cases.”
Prager and Jones contend that too much of the social media efforts in the current market are dictated by what the attorneys want to present opposed to what the clients actually have the capacity and bandwidth to receive. Prager says, “Generally people make the decision to hire an attorney from an emotional place, and so your firm’s content must connect with people on an emotional and spiritual level. Contrary to intuition, most attorneys suffer the pitfall of believing that scholarly and technical information is what will win them an audience and more clients. To me all that says is that most attorneys don’t understand the perspective of the people they seek to represent.”
Co-Founders Morgan Jones and Steven Prager combine professional production with a personal touch, creating relatable content that connects with clients on a human level.
Although the firm supervises the production of their social media materials, they hire top professionals in the production industry to assist with the writing, recording, editing, and the presentation of those materials. “We are ordinary people who present ourselves as caring and passionate advocates. What sets us apart is that we speak to our audience in a language that they understand. We have worked hard to unlearn the ‘law school’ language that works great for speaking with other legal professionals but fails miserably for relating to ordinary people,” Jones says.
Too many attorneys, law firms, and businesses in general, do not take a disciplined approach to their social media efforts. Building a following, going viral, and earning millions of views requires taking the writing, preparation, and the overall production with the utmost seriousness. “You can’t ‘knock out’ a couple of videos on your day off and think you’ll be successful at finding your audience, it’s so much more involved than that,” Prager says.
Jones says, “One of the aspects of our approach is understanding that many factors outside the courtroom can have a significant impact on our clients’ legal matters. We employ a unique approach to family law, which dramatically enhances our clients’ opportunities for success not only in the process, but also in getting on with their lives. That’s why many of our videos are not specific to legal problems. We make relatable videos that address more general topics of love and relationships, parenting, and a wide range of other family matters.
The partners believe that too many videos are often structured as overly academic lectures on obscure areas of the law. While content aimed at lay viewers must be easier to understand, the attention span of an average viewer is extremely short and the window of opportunity to get a message through is very narrow. For example, people viewing reels on TikTok may be simultaneously preoccupied in some other activity such as household chores, waiting for an Uber, eating lunch, or watching videos in bed before they nod off. “It’s essential that you learn how to get the point across in that environment. Otherwise, you’ve lost them and they move on to the next video or Instagram post,” Prager says.
Prager and Jones often compare the selection of a law firm to buying a car. The car buyer is faced with several similarly priced options that will all provide reliable transportation. Often, the buying choice comes down to an emotional decision when there is no clear and better option. Buying decisions are highly emotional, so it is important for a law firm’s social media to connect emotionally and build a relationship with their audience if they want to keep a competitive edge.
Prager Jones, Co-Founders: Morgan Jones & Steven Prager.
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