Per- and polyfluoroalkyl substances (PFAS) are of increasing concern to the water sector and the public. It is critical that water systems continue to be the trusted sources of information for their customers, especially regarding emerging contaminants such as PFAS. To maintain this trust, water utilities must proactively reach out to customers; be prepared to respond to questions; and communicate clearly about all aspects of PFAS. In February 2021, the U.S. Environmental Protection Agency announced its intent to include 29 PFAS in the fifth Unregulated Contaminant Monitoring Rule (UCMR5), expanding the need for PFAS communications. This project will assist water systems by providing both UCMR5-specific and One Water messaging materials for utility, communication, and strategy teams. Research partner: American Water Works Association.