Reverse dns isn't something you can change on your own unless you are the delegated entity for the reverse information on your ips. You can look up on arin, ripe (europe), or apnic (asia) your ip and see who the delegate is for your ip. The whois command should be able to give you enough info to see where you need to look further. One of the pieces of information is a contact for that network block, I guess you could send them an email asking what you'd need to do to update your reverse ip information with them.
for example if your ip was 75.126.162.205
whois 75.126.162.205
shows you it is delegated to softlayer technologies and the contact you want is
ipadmin@softlayer.com
If your site is hosted by some company you might not have a dedicated ip for your site (named based virtual hosts in www) in which case it'll probably never get changed