In the last three months, Checkers has emerged as the South African retailer with the most positive media coverage, beating major competitors such as Spar, Pick n Pay, and Woolworths. This was highlighted in a new media sentiment report released by Press Pulse, a company that specialises in artificial intelligence (AI) measurements for analysing media reports. The system was designed to track the tone of business reporting in top media publications, offering an insight into whether the publicity around key retailers is positive, negative, or neutral. Analysts say this measurement helps companies understand how their reputation is reflected in the press and how this may shape investor, customer, and public confidence.
Press Pulse explained that its sentiment ranking is based on the number of positive, neutral, or negative news reports published about each company. The ranking also considers the reach and influence of the media outlet where the articles appeared. In simple terms, the more positive stories a company receives in widely read and credible publications, the higher its sentiment score. The approach uses natural language processing and deep learning to detect sentiment accurately across published news. This technology reads through tone, context, and messaging in articles to determine whether perceptions are favourable or damaging.
Industry experts note that tracking online media sentiment has become an important part of corporate communication strategy. They point out that online media platforms are extremely influential in shaping public opinion in South Africa. As a result, many companies invest heavily in public relations, content marketing, and crisis communication to secure positive stories that strengthen their brand image. The sentiment report provides a clear picture of how business stories are being told and how people feel about the featured brands, reflecting public perception and investor confidence.
The latest findings show that Checkers recorded the highest score among major retailers. Over the three-month period, the company received 26 positive media articles and just eight negative ones, giving it a sentiment score of 17. For a national retailer operating in a competitive market, analysts say this score is a solid performance. Spar took the second position with a sentiment score of 10. Pick n Pay and Woolworths both scored 4, placing them behind Checkers and Spar in the ranking.
However, the report also revealed that Pick n Pay experienced the biggest decline in sentiment. Earlier, the retailer had a sentiment score of more than 70, which has now dropped drastically to 4. Analysts believe the decline was influenced by the company’s recent financial results, which showed that its core business continues to struggle. As investors reacted to the weak performance, many sold off their Pick n Pay shares. This contributed to negative stories across financial publications, magnifying concerns about the company’s stability and growth outlook.
In comparison, Checkers benefited from good business performance as part of the Shoprite Group. The retailer posted strong financial figures, which encouraged analysts and journalists to produce favourable reports. Media coverage highlighted Checkers’ expansion drive, pricing strategies, and efforts to compete aggressively in the retail market. These positive developments helped drive higher sentiment scores and contributed to the company’s improved public image.
Business reporters say media sentiment analysis is increasingly used to gauge how businesses are managing communication, customer service, and financial performance. Public perception plays a key role in brand loyalty and investor interest, making these sentiment scores meaningful for companies. The report further supports the strategy of firms that want to enhance their media presence and rebuild trust where needed.
With retailers like Pick n Pay struggling to regain confidence, communication experts suggest that sentiment tracking may guide how companies manage their messaging. Meanwhile, Checkers’ success shows how operational performance often translates into favourable public coverage and stronger media relations. Analysts expect that companies will study these sentiment trends closely as part of their broader publicity planning and business decision-making strategy.
