Shouting, running, making a fool out of himself. I think if only he would do the sort of things he does without calling a ruckus, then people might take him more seriously.
I admire the sort of things he's doing, but the way he does them is troublesome. He shouldn't for example be blocking access to an Apple store despite their terribly non-free products. Nobody likes an asshole and would tend to ignore it. Now, if he were to stand outside, offering leaflets on why Apple is wrong, but disguising it as something like "Bad Computer Practises", or "Why Software Freedom is Important" instead of "Apple is crap! Don't buy from them!" which no one will pay attention to, I think he'd get a lot further.
Good luck, rms.