DO’s – a) Create several blogs on different blog creating sites and link them to your company site and maintain all the blogs weekly or biweekly.
b) Do social tagging and always tries to provide link to the positive listing which is coming right after the negative story.
c) Create small sites with the static content which tends to rank quickly.
d) Do click on the positive stories which are coming after the negative story.

DON’T
a) DO NOT click on the negative story as this gives the visitors and it helps in ranking well in search engine.
b) DON’T mention about the negative story published against your company site in your newsletter, article, blogs.
c) DO NOT try to be attacker instead be defender.