Before you try to fix any negative press…
The first thought when seeing negative results might be to contact the site / individual in question. Best intentions here have been known to go horribly wrong and turn a small issue into a huge problem. Contact depends greatly upon their reasons for this negativity. Don’t offer to pay for it to be removed or use any threatening language. This will only exacerbate any issues.
Before starting out, remember that unless there is a legal reason, the site / individual in question doesn’t have to remove negative comments. It can often seem very unfair, but you are likely dealing with a sensitive issue, so diving in with insults or strong language will only make things worse.
If we are dealing with a product that has launched but now has a string of unhappy customers, deal with this head on. Don’t be confrontational; offer to look into matters and give assurances where necessary, but don’t set yourself up for anything unrealistic. Just remember, if you have a lot of unhappy people, they will become more unhappy if they think you are ignoring the issue. This is especially the case on forums where others can join in.
Rather than let any issue get out of hand, don’t be afraid to give a dedicated contact page or e-mail address where they can air their concerns directly. This can help stop a rant or argument in its tracks.