Constantly seek to have every detail of the press conference differ in style as well as content from the conferences of people in power. Make use of music and visual effects. Don't stiffen up before the press. Make the statement as short and to the point as possible. Don't read from notes, look directly into the camera. The usual television spot is one minute and twenty seconds. The cameras start buzzing on your opening statement and often run out of film before you finish. So make it brief and action packed. The question period should be even more dramatic. Use the questioner's first name when answering a question. This adds an air of informality and networks are more apt to use an answer directed personally to one of their newsmen. Express your emotional feelings. Be funny, get angry, be sad or ecstatic. If you cannot convey that you are deeply excited or troubled or outraged about what you are saying, how do you expect it of others who are watching a little image box in their living room? Remember, you are advertising a new way of life to people.

— Steal This Book by Abbie Hoffman