How would Abbie Hoffman use Social Media?

Posted by Laura Bergells

December 22, 2008

In the 1960’s and 70’s, Abbie Hoffman was absolutely skilled in getting media attention. In his 1971 publication, Steal This Book, Mr. Hoffman devotes a chapter to getting free or cheap communications.

Today, of course, much of our social media is free or cheap: but many squander its social potential.

photo credit: Kevin Krejci

An iPhone, for example, is widely used by many young men in America. The iPhone can be used to spread critical messages, as well as organize and mobilize thousands of young people to fight social injustice. But today, one of the most popular iPhone apps is the iFart, a tool that makes noises of gastronomic distress.

Now that we have free media, how well are we using it to meet today’s valuable social objectives? If you know someone who’s doing little more than iFarting with their powerful communication tools, let’s take a paragraph from Steal This Book.

In one tiny paragraph, Hoffman outlines how to use the press conference for effective publicity. The paragraph, in its entirety, is in italics below. I broke up the paragraph with free images from Flickr, for your viewing enjoyment. The information is as valid today as it was over thirty-six years ago. Read on:

Everything about a successful press conference must be dramatic, from the announcements and phone calls to the statements themselves. Nothing creates a worse image than four or five men in business suits sitting behind a table and talking in a calm manner at a fashionable hotel. Constantly seek to have every detail of the press conference differ in style as well as content from the conferences of people in power.

photo credit: Andrew Feinberg

Make use of music and visual effects.

photo credit: Tiago Zaniratti

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.

photo credit: ProgressOhio

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.

photo credit: Giant Ideas

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.

photo credit: Menlo School

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?

photo credit: Lauren Murphy

Remember, you are advertising a new way of life to people. Watch TV commercials. See how they are able to convey everything they need to be effective in such a short time and limited space.

photo credit: Caveman 92223

At the same tune you’re mocking the shit they are pushing, steal their techniques.

photo credit: David Masters

In 2009, you will appreciate learning stealthy ways to get free and cheap stuff in America. And in the age of social media, you can definitely use free tips from an undisputed publicity master.

In what other ways is Hoffman’s Steal This Book relevant and helpful for your social media revolution?