Good questions! There's two categories I consider most of this stuff to go into:
- Follow the fiction to turn it into a match - if two wrestlers start brawling during a Promo, resolve Cut a Promo and then roll into a match based on that. I'll say something like "this is turning into a backstage brawl match! You're already both booked in it, but if you (the Promo-maker) wants to add a stipulation, you can do that with your 7-9 pick, or take +1 Heat with them is always going to be good for you. A ref runs in and the announcer say "looks like we have a brawl on our hands, folks!"" - or, if they Botch the roll, they get pulled apart and then get an off-camera lecture from Creative about not going rogue when it's not booked for the show, or something like that.
- Clarify what the player(s) want out of the scrap, what's the purpose? A lot of the time it will fall under the Role Move - like, I think those Shield segments were great examples of the Heel Move, taking the result "Leave someone lying helplessly on the floor". It could also be part of a Promo (taking someone out to make a point or set up a match for later, and yelling into the camera over their prone body). It could an Athletic Feat (like Braun Strowman flipping trucks). And if it's a legit brawl to try and hurt someone for real, it's Breaking Kayfabe. But I think a lot of out-of-ring clashes can be represented with Role Moves, and they feed into a formal match to settle the score later.
Hope that helps! The Role Moves are pretty important for things that feel like they should have a formal Move but don't (there's a bit about this on p. 66), which can be easy to forget as Creative since they are player-triggered.