If you have a copy of everest you can use to to view all your temps with the AC on, then flick it off and watch which of the temps rises too high, you may need to run LinX, Furmark or similar to discover which component/s are over heating.
Once you know which is at fault it should just be a matter of directing a fan onto that area or removing the heatsink to ensure it is mounted correctly, often replacing the factory applied TIM with a better quality compound does wonders in itself.
PWMs and/or
NB could be the culprits but
RAM and
GFX (
GFX VRMs) can also lead to problems.
As Demios points out having good airflow through the case with as little obstructions as possible will help keep the case internal temperature down, other fans and replacing sinks with help deal with hotspots.