Over three decades into the HIV epidemic, stigma is still as strong as ever. Much of how the general public views and understands HIV and people living with HIV is shaped by what they see and read in the media. That means media-makers (reporters, editors, radio and TV hosts, bloggers, TV personalities, public relations professionals, etc.) have a responsibility to use care and professionalism when covering topics related to HIV and/or people living with HIV. Using people-first language and taking every available opportunity to share up-to-date, accurate information about HIV treatment, prevention, and actual transmission risks is critical. So is being sure to treat disclosure as the complicated issue that it is.