Natalia Uribe

RONDA ROUSEY AND THE WWE

An Evaluation of A Potential WWE Asset and PR Success

PR and the WWE

For nearly three decades, the WWE has proven entrainment can be wild and

outlandish without remorse. Throughout the years, audience viewership and interest

have never declined. In fact, with the WWE’s continued diverse roster of entertainment

superstars and media shows or sources, audience viewership and interest have grown

exponentially. In essence, public relations is extremely important to the audience and

WWE connection. Thus, by use of entertainment PR tactics and social media, I believe

the WWE has grown into a household name and boosted new audience interest to bring

in a stream of new viewers. And, it can continue to do so with a maintained focus on its

audience’s interests and opinions. For example, with 850 million followers across

Facebook, Youtube, Twitter, and Instagram platforms, the WWE is capable of invoking

some real influential audience interest. Trending on social media week after week is

effective and easy PR, and the WWE takes full advantage of how this can influence

potential audience members. In 2017, for example, social media PR amassed 20 billion

views across the WWE website and app. With effective PR, you can continue to

promote the WWE brand and consistently bring in a loyal audience to WWE media. For

instance, with the example of the 2017 $500 million media revenue, media like

television, network shows, home, digital and social media entertainment attract its

audience. Public relations is at the center of the WWE’s success. Entertainment and

publicity are what the WWE thrive on. Thus, public relations requires active feedback

and an audience review to be successful. Listen to your audience and what it needs and

1
 Natalia Uribe

this way, the WWE can continue to boost big ticket events through social media and

sell-out shows that bring in wider audiences, more money, and allow for new media and

network creations to promote the WWE brand. If done correctly, a cycle will emerge.

And, new names - like Ronda Rousey - will emerge that will assist the cycle, as well.

The Publicist and Adding Rousey

Publicity and publicists play a crucial part within the WWE cycle of success.

Big-ticket talent and WWE superstars (alongside all entertainment talent) need

appropriate publicity and a dedicated publicist to fully flex and display their skills for

entertainment. For instance, in the cases of Dwane “The Rock” Johnson or John Cena,

their publicity within the sport has propelled them into Hollywood. Intellectual property

and merchandising and brand partnerships have brought them a balanced union

between the WWE and their personal property. In other words, good publicity (like using

intellectual property and merch/brand partnerships) helps build up their public persona/

In my opinion, I find that a publicist’s job is to enhance and boost their

entertainer/personalities best qualities to find them the most success. The WWE has

shown that good publicity is through developing and showcasing their talent. A publicist

should secure film, TV, or other public appearances that showcase their talent in the

best light to bring in loyal fans and highlight the best aspects of the talent. In the case of

Ronda Rousey, a publicist should be able to incorporate all aspects of entertainment to

do the same. Now, should Rousey be added to the WWE brand family? In my opinion,

yes. Of course. Any publicist would be lucky to represent an Olympian, martial arts

legend, and potential WWE superstar. In fact, Rousey would bring an interesting

addition to the WWE family. Much like John Cena or The Rock, Rousey is not only an

2
 Natalia Uribe

upcoming household name, she has made a name for herself outside the arena.

Rousey’s experience as an Olympian and UFC fighting champion could translate quite

well for entertainment fighting. After all, the WWE is a “story-telling business” and often,

fighters have the skills to fight but lack the personality to sell the fighting story. Rousey

seems to make a fine addition in this sense, in my opinion, as she has some experience

in Hollywood already. But, entertainment aside, Rousey is a household name. Her

previous fights have sold out arenas and, to prove how in-demand she is, one of her

UFC fights paid $3 million for her return to fighting. Rousey would not only attract a

wider audience to WWE fights and media but also bring an Olympic-trained fighting

style to the world of story-telling entertainment. Who knows - would she be the villain or

the hero in the ring? Either way, Rousey is a guaranteed boost to the WWE brand and

business. From all points of view, Rousey is a successful element to add to the WWE.

PR, Marketing and Advertising Opportunities

Ronda Rousey’s notability makes the WWE’s PR, marketing, and advertising as

easy as can be. Rousey’s name on the WWE list of talent can boost both social media

traffic and audience numbers and interaction with media like TV and digital

appearances. Marketing opportunities and brand partnerships provide exclusivity with

both WWE and Rousey’s brands. Advertising is easy as well - Rousey’s name front and

center will command attention from others who don’t even watch wrestling. On a similar

front, as a woman, Rousey brings a new perspective to the WWE brand. Straying away

from the Diva brand, Rousey can inspire a new generation of female representation

within “a man’s club” sport. You can highlight Rousey as the centerpiece for a new

generation of “better” and more diverse superstars. Hypothetically, with

3
 Natalia Uribe

Rousey-centered fights and media, you could easily measure her name’s impact on

audience viewership by comparing ratings and numbers with previous fights without her

name. Entertainment media like this could provide an accurate measure of how

well-known names can boost audience interaction online and viewership on-screen for

future WWE reference.

Make Rousey a Name

Once Rousey is added, of course, it is the publicist’s job (just as much as it is the

WWE’s) to uphold Rousey’s success. In other words, we must do what we can to gain

and keep her following. Just as John Cena and The Rock have done, Rousey must

work together with the WWE outside of the ring and media to enhance her notability

through brand partnerships, merchandising deals, and movie and media appearances.

Live events are where Cena and The Rock made their first steps into stardom so, by

experience, Rousey should too. Except, Rousey has already made a name for herself

before joining the WWE. Thus, her case must be different than others. She would be an

anomaly within the WWE mega superstars and any publicist should propose she be

treated as such. In other words, rather than “starting from the ground up” with small

fights, I would suggest Rousey start her WWE career with a bang. This means big fights

and a wide range of media coverage to ensure both her success as well as the success

of the WWE event itself. On a different approach, Rousey could serve as a guide to

inspire others within the WWE and increase viewer numbers for lesser-known media

like NXT. Or, I would suggest developing a Rousey-centered WWE-style TV show

where she helps train and develop talent at the WWE performance center. Honestly,

there is a multitude of ways she can be spotlighted - but the only way it can succeed is

4
 Natalia Uribe

with the full support of the WWE behind Rousey. After all, she is not an unknown

wrestler. She has her following and has the power to influence her audience’s view of

the WWE brand.

As a Publicist for Rousey

As her publicist, I would ensure her success by protecting her brand above the

WWE’s own. My “big goal” would be to ensure she’s not just “a big name.” Sure, the

WWE can use a big name to enhance audience numbers and interaction, but Rousey is

a retired Olympian and three-time winning UFC champion. She may be famous but she

should not be taken advantage of her time and effort within the ring. I would ensure

Rousey can divide her time at the WWE as a fighter and as a trainer, and inspire her

fans to follow in her footsteps. I would also ensure to listen to the audience’s opinion to

ensure maximum harmony amongst the talent, the audience, and the WWE. Through

use of media briefiing, I can also ensure Rousey remains on WWE brand while drafting

media training documents for Rousey and the press to allow the best possible

interactions that can be. I will target local and national TV and radio stations or possible

have her partner up with online media content creators like Youtubers to gain wider

exposure and boost audience interactions. This ensures a talent, media and audience

relationship and will most likely attract outside audiences and fans to the new WWE

roster and its new events. Other core PR tactics I can use as Rousey’s publicist include

enrolling Rousey in smaller tournaments for exposure, or even having her volunteer at

smaller WWE or martial arts fights. Traditional tactics like press releases, media

advisories and press junkets are also an option I can use to highlight Rousey and the

WWE’s collaboration.

5
 Natalia Uribe

Conclusion

Public relations and entertainment are two peas in the same pod. You get what

you put in. In other words, to provide for the brand’s cycle of success, you must

continuously foster a good relationship amongst your publics, talent, and organization.

Brand partnerships, merch, and film deals are a good way to boost talent perception

outside the WWE, and working with Rousey is a fresh attempt at revitalizing the WWE

with a new generation of fresh well-known audience-drawing faces. The WWE can

provide this by adding Rousey to its list of talent and create a harmonious and

inspirational relationship that can inspire audiences and enhance its brand values for

years to come. To put it simply, it would be a mistake to not add Ronda Rousey to the

WWE roster.