I think many people who have not been touched by still birth in the family forget that to the couple concerned the stillbirth is not an isolated event but as with live births the culmination of nine months planning and anticipation.
In many cases the authorities handling of the birth of the still born baby is too "efficient" and abrupt.
The parents require time to bond and start to come to terms with the death of their baby, time which unfortunately is seldom afforded.
Some couples use announcements in newspapers, some celebrate the birthday of their child on each anniversary of the death, others unfortunately feel they cannot talk about their baby and quietly grieve by themselves for decades.
In my wife's family they felt they could not mention Walter (my mother in laws stillborn son) in case they upset her. Unfortunately the opposite was true it was the fact that no one acknowledged the existence of the child she carried in her womb for nine months that hurt and punished her.
Please if faced with the anguish of a still birth talk to the baby's parents, if a name has been chosen use the baby's name, be a friend and above all listen.
Please don't use euphemisms like lost the parents haven't lost their child he/she has died.
Cheers
Guy