Publicity and public relations take just a little of your overall marketing budget -- but when done well, the impact of publicity can be far more valuable than the money you've spent.

Try these five tactics on your next PR campaign for maximum results:

1. Target your list--Journalists hate receiving email blasts that have no relevance to them or their readers. You'll get a bad rep and lose all chances of hitting a home run next time. Instead, approach a smaller but more targeted group of journalists. Understand their audience; then write individual pitch letters showing how your story is of interest to their readers.

2. Call first--Most journalists want story ideas via email. But you can increase your chances that they'll open your email by calling to give them a quick heads-up. You might say, "Hey, I've got a story idea for you. Is email the best way to reach you?" If they say yes, tell them you'll send it right over, and mention the headline or topic so they can be on the lookout. Be prepared, though: some journalists will surprise you and say, "What's the idea?" so be ready to go into your (succinct) pitch.

3. Remember the importance of subject lines--Unless an email is of immediate interest, it won't be opened. Grab their interest in a dozen words or less. Don't try to be cute. Instead, write "Story idea" or "Press release," followed by the topic. Let them know what problem your story will solve for their readers. Example: "Story idea: free seminar teaches students to handle finances."

4. Personalize Fanatically--Journalists are people -- and want to be treated as such. Use their name, and the name of their publication, in your pitch: "Thanks, Jake, for considering this story for the Post-Gazette. I look forward to speaking with you." Be fanatic, however, about changing the name each time it's used, in each email. "Fred" won't take kindly to receiving an email that says, "Thanks, Jake…"

5. Follow up by phone...but have a reason--Even slam-dunk story ideas get lost or forgotten, but journalists hate follow-ups. Disguise the call by offering more information: "Two days ago I sent you a release about XYZ's new software, and I wanted to let you know that it was just chosen as the number one choice for soccer moms by Working Mother magazine."

Be polite but not obsequious and you'll forge strong relationships. And if your first story idea is a bust, they'll be receptive to hearing from you again. Target them correctly, and soon they'll be calling you for story ideas.