I suppose that depends on the sort of reputation you wish to acquire. Fear is easier to accomplish quickly, with just a few well-played moves, but it fades faster if you do not maintain it, and those beneath you will eventually rise up against you when they determine they are finished being afraid.
On the other hand, it is harder to earn love and loyalty. It takes time and effort to build their trust - aiding them where you can, proving you are trustworthy... but generally that sort of respect lasts a lot longer than simple awe does - and it seems it often has far less messy consequences and revolutions.