WWE scripts every single promo in the company every week and this has been the case for a long time now. Superstars rehearse lines that WWE writers write for them. However, this has brought a lot of issues over the years.
On E&C’s Pod Of Awesomeness, Edge discussed WWE’s scripted nature of promos and said that while restricted promos offer no room for creativity for the talents, there is a reason for this. He also said that some of WWE’s best promos would never have come to be if they were heavily scripted. However, controlling the product once it gets so big that it’s a publicly traded company on a major network is very important as well.
“It’s interesting, you hear how scripted everything is and da-da-da-da-da and how stifling it can be, and I think there’s probably an argument for both sides. I think there’s an argument because you’re a publicly traded company; it’s FOX; it’s USA [Network]; it’s all of these things, so I get that side of it. But I also get the aspect if things were so heavily scripted, you don’t get the Macho Man [Randy Savage] ‘cream of the crop’ promo, I don’t think. You wouldn’t get ‘Austin 3:16’, I don’t think.” Edge added, “I get both sides, I guess is what I’m saying.”
Things are different now in the company. The WWE 24/7 Title is as successful as it is due to the fact that it is not so heavily scripted. However, it is still important to map aspects of the promos so that fans are aware of the direction. Perhaps one day WWE will be able to find the perfect balance.
h/t to Wrestling Inc for the transcription.