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Funny how the minute I use the word ‘reputation’ ears prick up. We all know the power of a good reputation, and the damage a bad one can do. Businesses are concerned over matters like their environmental impact; Fair-trade policies; adherence to health and safety standards; etc because those issues impact on their reputation. A good reputation drives good publicity and ultimately longevity of a business. A bad reputation leads to bad publicity (whether via the media or simply the power of ‘word-of-mouth’), lost customers, and can ultimately result in business failure.

When I was up against a book deadline and needed a couple of people to interview who had achieved business results from podcasting, I put out a call through a service called Help a Reporter Out (www.helpareporter.com). This free service functions very much like paid reporter lead services such as Profnet or Travel Publicity Leads. Generally media people put out such calls either when they need interview leads extremely soon (like a deadline in two days) or when they have rather unusual interview needs that can’t be satisfied through the usual channels (such as looking for someone who has diabetes, owns pets and is gay or lesbian).

When you have a new product or an upcoming event, a free preview teleseminar can do a great job of drumming up excitement about it. In one scenario, you announce a teleseminar session about the topic to loyal fans and followers, they sign up for the call to hear your wisdom on the subject, then they buy because they want to learn more. In another scenario, an affiliate hosts a teleseminar interview with you and introduces his or her fans and followers to your ideas, with the same result. Third, you can post the recording of the call on your site or blog and invite anyone visiting to invite their friends to listen to or download the call, so awareness of the product or event spreads as widely as possible.

Recording an interviewing an expert on a topic that has value for a group of listeners is one of the quickest and easiest ways to create a saleable product. This sort of teleseminar can also help drum up interest in an upcoming event as a free preview call.

However, as someone who has been interviewed or interviewed others dozens of times and listened to scores more expert interviews, I