Key Takeaways
- Joseph Los’e, the kaupapa Māori editor at the NZ Herald, also worked in a public‑relations capacity for the Pacific Business Trust while simultaneously writing for the Herald’s Kahu section.
- In November 2023 he pitched a pre‑written feature about his sister, Mary Los’e (CEO of the Pacific Business Trust), to other outlets, offering it free of charge and suggesting the headline “From green room to boardroom.”
- The Herald published that exact headline and feature in its Kahu section in February 2024, disclosing only that Mary’s brother works at the paper but not revealing Los’e’s PR involvement or his prior pitches.
- Media ethicists argue that the undisclosed dual role constitutes a conflict of interest; whether the Herald knew about it or not, the lack of transparency undermines reader trust and calls for clarification, possible retraction, and an apology.
- The Herald and its parent company NZME have declined to comment on employment matters, leaving unresolved questions about internal oversight and editorial safeguards.
Background on Joseph Los’e and His Dual Roles
Joseph Los’e holds the position of kaupapa Māori editor at the New Zealand Herald, a role that involves guiding Māori‑focused coverage and contributing regularly to the Herald’s Kahu section. Concurrently, he has been acting in a public‑relations capacity for the Pacific Business Trust, a Māori‑led organisation focused on economic development. This overlap meant that, while employed as a journalist, Los’e was also tasked with promoting the Trust’s interests externally, a arrangement that raises questions about the separation of news gathering and advocacy work.
The Pacific Business Trust Feature: Origin and Pitch
According to an investigation by The Spinoff, Los’e began approaching other media outlets in November 2023 with a story idea centred on his sister, Mary Los’e, the chief executive of the Pacific Business Trust. He offered journalists a pre‑written feature, suggested various angles for coverage, and indicated that the piece would be produced by a freelancer at no cost to the outlet. The headline he had in mind—“From green room to boardroom”—was later adopted verbatim by the Herald for its published article.
Publication in the Herald’s Kahu Section
In February 2024 the Herald’s website ran the feature on Mary Los’e in the Kahu section, exactly under the headline Los’e had proposed. The article highlighted her career trajectory from acting on the soap opera Shortland Street to leading a major business trust. While the piece noted that Mary’s brother works as an editor at the Herald, it made no mention of Los’e’s PR role for the Trust, his prior pitches to other outlets, or the fact that the content had been offered as a free, pre‑written package.
Editorial Transparency Concerns Raised by The Spinoff
Hayden Donnell of The Spinoff argued that Los’e’s email exchange exposed potential flaws in the Herald’s editorial processes. The Kahu feature lacked any label indicating it had been supplied or commissioned by an external organisation, and the disclosure of familial ties was insufficient because it omitted Los’e’s active promotional work for the Trust. Donnell contended that this omission prevented readers from assessing possible bias and questioned whether the Herald’s usual safeguards against conflicts of interest were followed.
Joseph Los’e’s Response and Resignation Context
When approached for comment last week, Los’e declined to speak directly, directing Media Insider to a spokesperson named Kirkness. Subsequent attempts to obtain his statement after news of his resignation remained unsuccessful. The Herald’s parent company, NZME, issued a standard response that it does not comment on employment matters, both last week and again today, leaving the public without an official explanation for his departure or any internal investigation into the matter.
Academic Perspective on Conflict of Interest
James Hollings, associate professor of journalism at Massey University, offered a nuanced analysis. He acknowledged that moonlighting in PR is not inherently problematic if the employer is aware and manages the conflict—for instance, by removing the employee from editorial decisions related to the external client. Hollings stressed, however, that many journalists would view simultaneous PR work and reporting as morally questionable. The core issue, he argued, lies in whether Los’e declared his PR involvement to the Herald. If he did not disclose it and used his editorial influence to place the feature, a clear conflict of interest arises, potentially deceiving readers about the independence of the story.
Implications for the Herald’s Credibility
Hollings warned that if the Herald knew about the conflict and still published the piece without disclosure, it exhibited poor judgment and should retract the article while apologising to its audience. Conversely, if the Herald was unaware, the situation would represent a serious breach of trust by an employee, necessitating remedial action such as reinforced conflict‑of‑interest policies and staff training. In either case, he urged the Herald to transparently communicate what it knew and when, to preserve public faith in its editorial integrity.
Broader Context: Senior Voice in the Debate
Shayne Currie, Editor‑at‑Large at NZME and a veteran of senior editorial roles—including Managing Editor, NZ Herald Editor, and Herald on Sunday Editor—adds weight to the discussion. Currie’s extensive experience and modest shareholding in NZME position him as a respected observer of industry standards. His silence on the specific case does not diminish the relevance of his expertise; his career underscores the expectation that senior leaders uphold rigorous ethical norms, making the allegations against Los’e particularly noteworthy for the organisation’s reputation.
Conclusion and Path Forward
The episode involving Joseph Los’e illustrates the tensions that can arise when journalists engage in external public‑relations work, especially when familial connections are involved. The lack of transparent disclosure about his PR role for the Pacific Business Trust, combined with the reuse of a pre‑written pitch and headline, has prompted scrutiny from media watchdogs, academics, and industry peers. For the NZ Herald to maintain credibility, it must clarify its internal knowledge of the situation, enforce robust conflict‑of‑interest procedures, and consider whether corrective measures—such as retracting the article, issuing an apology, or revising editorial guidelines—are warranted. Only through openness and accountability can the outlet reassure its readership that its content remains independent and trustworthy.