Managing impressions of an AIDS service organization: Into the mainstream or out of the closet?

Organizations, like individuals, can be discreditable and potentially stigmatized. This can affect both the members of the organization and its operation. This study examines how workers in an AIDS service organization in Ontario, Canada, manage its public image as a way of dealing with the stigma which surrounds much of their work. Using data from in-depth interviews with staff members and volunteers, the study describes worker concerns about the appearance of being too closely associated with the local gay and lesbian community and documents some of the strategies they employed to manage the organization's public image. The paper concludes with a discussion of the relationship between organizational impression management and viability in the context of the stigma and uncertainty which surrounds the HIV epidemic.