We live in both the Instant Information AND Disinformation Ages, a time when a person doesn't have to expend any effort to get the news and information they want or need. Algorithms are today's information gatekeepers, not the news reporters or editors of, say, the last thousand or so years. They dispense information without any sense of public service; they're simply concerned with getting more clicks from their consumers. These algorithms are becoming a growing concern for the Water World, especially when water quality flashpoints involving PFAS, lead, fluoride, taste and odor, or discoloration arise. They turn a person's smartphone and computer into both friends and foes. While many in the Water World despise working with both the news media and social media during difficult times, the truth is that these channels can shift algorithms more in a utility’s favor, and the information flow to customers will become sharper. The opposite is true when they're not fed with information during a service-related flashpoint. When left to their own devices, pun intended, the algorithms will search for any material they can work with, and they don't care if it's right, wrong, or even threatening public health and safety. Feeding the algorithmic beasts is where those who seek to disinform have a distinct advantage over utilities without solid crisis communication plans in place. Job #1 for a crisis communicator is to deliver clear, accurate information to the public consistently to ensure the emergency response is protected. Job #1A is to carry out that work as quickly as possible. Unfortunately, because bad actors wanting to take a wrecking ball to a utility’s trust during an emergency don't have to care about being right, they have a speed advantage. Their falsehoods feed the algorithms fast, making it almost certain their work can successfully undercut public trust in a utility's response, right when it's needed the most. This presentation will walk attendees through the creation and implementation of the proactive and crisis communication plans utilities need to use and keep at the ready to defeat disinformation. The proactive plans strengthen public trust and embed the idea that utilities are the experts on difficult topics and that their employees' certifications matter more than someone's cut-and-pastes from Google. We’ll show attendees how to get ready to roll with an updated crisis COMMS plan designed to push out details to a wide variety of audiences before disinformation can take hold. We've watched retired chiropractors receive more respect from elected officials than certified water and wastewater professionals. When that happens, the negative impacts on the utility's reputation can last for years. This talk will relay lessons learned from our COMMS training for thousands of utility employees and share the guidance we provided to help them personally communicate with the public while the heat is on.