The 2006-07 AOPO Public Relations/Public Education Council instituted the PR/PE Cookbook, a forum enabling the nation's 58 organ procurement organizations to share replicable best practices. Topics submitted by association members and selected by council members were shared via monthly conference calls supported by a moderator and standardized educational structure. The wide-ranging "menu" included instituting an employee awards and recognition program; cultivating champions in state government; executing a four-week media blitz; promoting the Uniform Anatomical Gift Act; producing a donor remembrance ceremony; balancing branding of organization versus the cause; marketing donor registration at the DMV; creating strong partnerships between hospital development and public relations; educating to middle and high schools; and advertising on sports radio.