There is an increased level of concern that current service structures in rural localities are ill prepared to meet the needs of a growing population of persons infected with HIV/AIDS. Persons living with HIV/AIDS in rural localities face greater stigma, limited accessibility, and restricted resources that further isolate this historically underserved population. This exploratory study utilizes a non-probability purposive sample to investigate the perceptions of service providers in rural regions of North Carolina. Investigators developed and administered a self administered survey comprised of quantitative and qualitative questions targeting service provider perceptions about the general public; perceptions about consumers of services; provider self perceptions, and perceptions related to inter-and intra-agency issues. Findings indicate that service providers perceive deficits in public knowledge, social and Brenda J. Eastman, PhD, is now a member of the faculty at The School of Social