What do you do when a reality TV show takes the name of your town and uses it in a not-so savoury comment? Steer into the mess and use it as free publicity (and make the most of a Taylor Swift.gif).

Shannah Hayley, Director of Marketing and Community Engagement for the city of Plano, TX, found this tactic useful in 2016 when a cast member of the Real Housewives of Dallas compared the city to an uncomfortable conversation. Knowing all eyes were on her, she used the opportunity to raise awareness for Plano, turning "it's a little Plano in here" into part of a clever marketing campaign.

Hear David and Shannah discuss how local governments can benefit from such events and how content marketing can be used to increase social awareness for government.

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