I dont go out of my way to hide being a furry, but I don't advertise it much either.
My friends and family know Im a furry because I leave my con badges and artwork hanging around. I even bring my non-furry friends to conventions to party in the hotel block.
I've had a couple friends ask why I have all this artwork and what my con badges are for, but I just say because I like this style of artwork and this is my character I've designed for artists to draw. If they ask if I'm a furry I admit to it, ain't nothing wrong with it. Way I see it, if they don't want to be friends over me being a fur then it's worth never speaking to someone like them who dwell on something so insignifcant to a friendship that they missed out on.