shutterstock_120609184We are just days into the New Year, but the first PR coup of 2016 belongs to Charles Koch, head of Koch Industries and the demon-mogul of Democratic candidates everywhere. Mr. Koch gave a rare interview to the Financial Times that allowed him to pitch his ideas, refute his critics and send a message to the Republican presidential field.

Mr. Koch sat down for “Lunch with the FT,” the newspaper’s weekend interview feature. The tone is generally friendly, and the narrative format dulls the edge on any sharp questions. Lunch – especially for the British – is rarely a confrontational affair.

The FT was a natural choice for his debut. It has growing influence in the US and an open-mindedness toward Mr. Koch’s libertarian views that most US papers do not. While it doesn’t have many readers in Iowa or New Hampshire, the FT is widely read by the political class and the reporters covering the presidential campaign. It’s no surprise – and an added benefit for Mr. Koch – that his remarks were reported in the New York Times and other outlets. He must like the return on investment the interview produced.

But he’s certainly less happy about the return on his political investment, as the FT interview made clear. Koch Industries as spent tens of millions to elect its favored candidates but few have won, and the field of Republican presidential candidates doesn’t impress him much, either.

The interview was about much more than the dogfight in the Republican Party. It was a chance for Mr. Koch to introduce himself to a wide audience. He wisely avoided the trappings of power and wealth often associated with corporate villains. There were no limos, no ostentatious offices, no expensive attire. He and the reporter dined at the company canteen, eating from cardboard boxes, while Koch nursed an injured foot and reflected on the growth (and employment) of his company.

Most of all, the interview humanized him, adding a few personal details and providing context for his political views. Many readers will be surprised to learn that his views on business privileges (“corporate welfare” as he likes to call it), mass incarceration and individual liberty aren’t too far from those of many Democrats.

It is a little surprising that Mr. Koch (and his brother David, who also has been active in conservative causes) hasn’t been more visible in the media. There’s a deep distrust of “the media” among many conservatives, so perhaps that ‘s why he has kept his distance.

Whatever the reason, up to now his opponents have had an open field to characterize him in a very negative way. Sure, the Koch brothers have their supporters, but they aren’t nearly as effective as the men themselves. By remaining silent, the allegations about them were allowed to stand unchallenged. But with the success of the FT interview, perhaps that is changing.

Of course, there are risks to being more open. Other interviews are apt to be more aggressive. Opponents now have more statements to attack. But if Mr. Koch is going to remain active in politics, he probably will take that risk. If his ideas are to prevail, he will need to do more than write large checks to candidates.