Not all free PR is good: What to do about a review that doesn’t truthfully represent the published content? Look long and hard at the item and seek other’s input – is there even a grain of truth to it? Address any facts before moving onto untruths. In print, contact the publisher – any ethical publication will strive for an unbiased product, though reviews are still many times considered opinion. Think positive: This contact may lead to more press that may not have happened without this extra follow up.
This section is drawn from http://www.gregathcompany.com/service/marketing/freeadvertising.html