Most of the time the 'media' is a useful tool for sales professionals, that can be used to keep up on recent trends and activities in your industry, keep track of your competitors or research new prospects.
Sometimes however, the media can have a negative impact on your ability to make a living. From general bad economic news to specific bad news about your company, it all can be used by prospects to justify a delay or a complete cancellation of their planned purchase with you. If you're looking for work, a negative news item in your industry can reduce headcount or delay, if not cancel entirely, a planned new hire or your company's entry into a complete new line of business.
In short, bad press is bad for business.
Historically, the best a sales professional could do, to counter bad press, would be to collect a bigger pile of favorable press pieces or customer references. But that was then, and this is now. Thanks to social media, most press pieces and opinion columns also include areas for comments or feedback.
Leverage the opportunity to post an opposing viewpoint. Failing that, you could always leverage your blog, facebook page or LinkedIn account to express a contrary position to the offending piece. Keep it short, keep it professional and keep it cordial. Never make it personal or stoop to question the author's credibility or abilities as a writer. No matter how different your opinion, don't forget that these folks are people too. A professional writer is just as likely to have an off, or even a bad day every once in a while like anyone else.
Recently I ran across an article that I completely disagree with, written by a high tech author I've been reading since the eighties, John C Dvorak. The article's title? 'Big Data Is Just a Scam.' John's original article can be read here: http://bit.ly/1jQdVRA
For simplicity's sake, I'll include my response below. Curious if you think my response was polite, professional and yet pointed enough?
Bottom line? If you want to engage with your customers through social media, you may need to engage with those framing the discussion and conceptual frameworks of your industry online.