Every business since the beginning of time has had negative PR at some point or another. When Gronk opened the first stone axe sharpening store back in the day, one of his low brow neighbor’s probably painted a cave drawing showing him doing it the wrong way.
Negative PR, whether deserved or undeserved, is a fact of life for your business. How you respond is what separates the winners and losers.
You can try to overcome bad press or negative perceptions by selling the best product the world has ever seen. That works to a certain degree, but only on the customers who are willing to make their way past the negativity and give your product or service a chance. For the rest of them, the great unwashed masses, you need to promote your business every day in every way, every chance you get.