The term "guerrilla PR" invokes the scrappy tactics of stealthy combatants and a rough-around-the-edges approach to generating buzz around a communications campaign. Made even
more relevant by Web 2.0 technologies, many of the most successful outreach initiatives now have a guerrilla component; after all, online communities and social networks are the
ideal platform for "unconventional promotions [done] on a very low budget, relying on time, energy and imagination instead of big marketing budgets" (as defined by Jay Conrad
Levinson in his book, Guerrilla Marketing).