So I’m listening to Lanza’s thoughts on WWE and AEW PR and, as a PR person (though my background is gov/political/business), I think I can add some points.
“Wrestling media is a very unserious media.”
I would generally agree with that, with some notable exceptions. That’s why it’s been so ill-equipped to face major, serious stories such as the Vince McMahon/WWE allegations.
I would generally agree with that, with some notable exceptions. That’s why it’s been so ill-equipped to face major, serious stories such as the Vince McMahon/WWE allegations.
I would argue that it’s not “not so bright” fans, but fans who don’t want to seriously think about wrestling. They watch wrestling to escape, and in a time when so many institutions have been crumbling, they just want some mental cotton candy.
For an industry built on grifting, it is funny how so many fans can’t recognize grifting outside of the ring.
As to why these media personalities lean into WWE, take a look at Google trends.
I will note that, when categorized differently, AEW has spiked above WWE at points (it looks like around All In and the first week of 2024). Nevertheless, WWE is the market leader.
I will note that, when categorized differently, AEW has spiked above WWE at points (it looks like around All In and the first week of 2024). Nevertheless, WWE is the market leader.
If you want to feel depressed, I was recently at a conference where a Brandwatch person said 200 MILLION people consider themselves content creators.
The access thing is 1000% spot on. WWE PR isn’t even doing anything wrong with it!
If a reporter asks something out of pocket or writes an unfair piece, I will absolutely put them in the penalty box and ice them out.
If a reporter asks something out of pocket or writes an unfair piece, I will absolutely put them in the penalty box and ice them out.
The difference is that, in wrestling “media”, too many of the folks in the press conferences view even *talking* to WWE as a privilege and honor (and job opportunity). If your goal is to be on The Bump, why would you put your potential boss in a tough spot publicly?
You also have folks like Ariel Helwani saying he’s a journalist for MMA but not a journalist for wrestling (although, to be fair to Helwani, I don’t *think* he’s been in a presser).
They just want to “have fun” and not think about the hard questions the Grant lawsuit brought up.
They just want to “have fun” and not think about the hard questions the Grant lawsuit brought up.
So you end up with this weird mix of people who have shows on YouTube or podcasts, and folks who report on other sports seriously but not pro wrestling, all involved in disseminating pro wrestling news.
That can get confusing for fans. It’s mostly GREAT for PR though.
That can get confusing for fans. It’s mostly GREAT for PR though.
Let me be clear: as a PR person with a crisis comms background, I would be ECSTATIC to have a media landscape like pro wrestling.
I have to laugh, and I’ll try to keep this vague:
At an old job, a news outlet REFUSED to not run a name with our quotes. Not even “a spokesperson”; they wanted a name. A new group came in, and wouldn’t you know it, they get to stay unnamed.
At an old job, a news outlet REFUSED to not run a name with our quotes. Not even “a spokesperson”; they wanted a name. A new group came in, and wouldn’t you know it, they get to stay unnamed.
Again, WWE PR is not doing anything wrong. They are pitching stories to folks and getting their terms agreed to.
These media folks know they’ll get more clicks if they get an exclusive. It also gives them a certain status. Win-win-win.
These media folks know they’ll get more clicks if they get an exclusive. It also gives them a certain status. Win-win-win.
Re: podcasters bashing Dave Meltzer.
There is an appetite in the US for bashing - not even critiquing, but bashing - journalists right now. Dave is the most famous.
It also lets these podcasters say, “Here’s what *really* happened” as a gimmick.
There is an appetite in the US for bashing - not even critiquing, but bashing - journalists right now. Dave is the most famous.
It also lets these podcasters say, “Here’s what *really* happened” as a gimmick.
I cannot overstate the importance of Nick Khan’s relationships with the media in helping WWE navigate its way through the Janel Grant situation.
There are major media outlets that would be investigating other sports/entertainment that are just…not.
There are major media outlets that would be investigating other sports/entertainment that are just…not.
That’s what happens when you run an aggressive PR machine.
I worked for someone who used to make me call reporters and ask for corrections on something that could be called two different things.
I worked for someone who used to make me call reporters and ask for corrections on something that could be called two different things.
The point of that was not even about that item. It was a message that we were watching, and if we flipped out this much over a small detail, IMAGINE the grief we’d give them and their editors over something criticizing my organization.
Plus - and people forget this - you do get to know each other. We’re all seeing what WWE is saying publicly, but just think of what they’re saying off-the-record to reporters and media. Media thrive on that “on-the-ground” access.
This also brings up an important point. There is a detachment that Nick Khan has with wrestling that Tony Khan doesn’t have.
That can affect public relations.
That can affect public relations.
Nick Khan is all business. You don’t see him addressing issues with wrestlers publicly. Part of that is strategic with TK; he has a closer connection w/fans. AEW is focused on hardcore fans.
However, it doesn’t hurt to have some third-party attack dogs.
However, it doesn’t hurt to have some third-party attack dogs.
Sometimes, in PR, having your boss call directly can help. However, it’s best when it’s used sparingly.
NK is talking to major outlets all the time, but I’d venture it’s about sports rights, TV deals, etc.. He has those media relationships without getting into wrestling.
NK is talking to major outlets all the time, but I’d venture it’s about sports rights, TV deals, etc.. He has those media relationships without getting into wrestling.
Reporters have to weigh a question: are the Grant allegations re: corporate culture at WWE enough to lose a great source?
WWE’s pushing hard that it was all Vince, and he’s gone. Everybody knew Vince ran WWE w/an iron fist, &there aren’t any new allegations, so they move on.
WWE’s pushing hard that it was all Vince, and he’s gone. Everybody knew Vince ran WWE w/an iron fist, &there aren’t any new allegations, so they move on.
So you have this tiered media landscape:
Tier I: Mainstream outlets who occasionally report on WWE and who know Nick Khan from his previous role. AEW can get an occasional article, but Nick Khan is more useful to them.
Tier I: Mainstream outlets who occasionally report on WWE and who know Nick Khan from his previous role. AEW can get an occasional article, but Nick Khan is more useful to them.
Tier II: The Meltzers, Thurstons of the world who actually do reporting. They’d work very regularly with WWE and AEW PR. They will ask serious questions of both companies, and have the institutional knowledge to know what to ask.
Tier III: Major podcasters in wrestling. They help shape the narrative with their followers. They may talk with PR teams or get releases.
Tier IV (WWE would put these folks at Tier II): the content creators. These are the folks with YouTube shows based on interviewing wrestlers and reviewing shows. They are excited and honored to hear from PR teams, and will be fiercely protective of that access.
Tier V: Twitter/Reddit/etc. folks: WWE doesn’t care about these folks beyond their social listening score. AEW - and, specifically, Tony Khan - does because he grew up in that group.
Guys like Nick Khan ALWAYS have “their” comms person.Communications and PR works with leadership more closely than most other departments. We have to literally know what your voice sounds like, bc we write your words (I listen to YT speeches and think of cadence like a song).
I also had a boss who said Comms people often end up in overall exec (think CEO) roles because we always know everything about the company.
Side note re: Lanza talking about HR.
When you go into government, do you know you can buy insurance for your own lawyers in case you’re pulled into an investigation?
Anyway, side note over!
When you go into government, do you know you can buy insurance for your own lawyers in case you’re pulled into an investigation?
Anyway, side note over!
Ok, here’s the meat and potatoes:
WWE PR is setting boundaries for the information they give. The media *are agreeing to them,* because they know whatever they’re getting will probably result in more traffic for their site/page.
WWE PR is setting boundaries for the information they give. The media *are agreeing to them,* because they know whatever they’re getting will probably result in more traffic for their site/page.
The guy who reports the Fast Nationals does it because that’s probably they’re probably the posts with the highest engagements.
(I’m typing as I’m listening btw).
(I’m typing as I’m listening btw).
Promoting the numbers that are most advantageous to you is PR 101. No surprised there.
“These media entities play the game because they’re thirsty for scoops and content.”
It’s easier to get stuff handed to you than do extra work. When pitching, you write in a way where the media person can visually the way they’d write the story.
It’s easier to get stuff handed to you than do extra work. When pitching, you write in a way where the media person can visually the way they’d write the story.
“They’re thirsty to retain the relationship so they get in the room,so they get in the press box, so they can cheer in the press box,so they can cosplay in the press box, so they can be in the pressers, so they can play reporter. So they play the game.”
There’s definitely cases.
There’s definitely cases.
Re: the WWE/Texas lawsuit.
I’m guessing WWE thinks the numbers getting out will hurt negotiations. The PR guy wrote the affadavit (with legal) since he knows it’ll be in the public record.
I’m guessing WWE thinks the numbers getting out will hurt negotiations. The PR guy wrote the affadavit (with legal) since he knows it’ll be in the public record.
Again, I will 1000% freeze out reporters. It doesn’t just annoy reporters; it annoys their *editors.*
That being said, it’s not usually my first step, and the reporters aren’t surprised (not saying WWE do surprise folks, just that it isn’t out of the blue).
That being said, it’s not usually my first step, and the reporters aren’t surprised (not saying WWE do surprise folks, just that it isn’t out of the blue).
I like AEW’s PR from what I’ve seen (I’ve never talked to WWE or AEW PR).
It seems like AEW PR does not have the resources WWE’s PR machine is given. That, plus Nick Khan’s connections AND overcoming WWE as the forty-year market leader, is tough to overcome.
It seems like AEW PR does not have the resources WWE’s PR machine is given. That, plus Nick Khan’s connections AND overcoming WWE as the forty-year market leader, is tough to overcome.
It feels like every time AEW PR gets an opportunity to push something majorly positive, something happens and gets leaked.
And if anybody questions why WWE engages with these content creators, go look up how many TikToks there are of Taylor Swift’s account liking a video with comments congratulating the creator.
Again, the reporters and content creators fight is not mine. I’m in PR; I just want good stories to get a lot of eyes on them.
I will also say this: it can be VERY easy to criticize PR, but we often don’t have the whole story.
PR may want to be more aggressive and are getting denied by their boss. They (and I’m guessing this may be the case) don’t have the bandwidth or resources at their disposal.
PR may want to be more aggressive and are getting denied by their boss. They (and I’m guessing this may be the case) don’t have the bandwidth or resources at their disposal.
That’s all for now; I may think of something later.
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