A 1987 essay titled "The Overhauling of Straight America", by Marshall Kirk and Hunter Madsen (writing as Erastes Pill), lays out a six-point plan for a campaign, which was first published in "Guide" magazine. They argued that gays must portray themselves in a positive way to straight America, and that the main aim of making homosexuality acceptable could be achieved by getting Americans "to think that it is just another thing, with a shrug of their shoulders". Then "your battle for legal and social rights is virtually won". The pair developed their argument in the 1989 book "After the Ball: How America Will Conquer Its Fear and Hatred of Gays in the '90s." The book outlined a public relations strategy for the LGBT movement. It argues that after the gay liberation phase of the 1970s and 1980s, gay rights groups should adopt more professional public relations techniques to convey their message. After its publication Kirk appeared in the pages of "Newsweek", "Time" and "The Washington Post". The book is often critically described by social conservatives such as Focus on the Family as important to the success of the LGBT Movement in the 90's and as part of an alleged "homosexual agenda".