PowerDsine Ltd. (www.powerdsine.com) was a little known, niche OEM telecom manufacturer based in Hod Hasharon, Israel. The company had developed a breakthrough technology called Power over LAN which allowed electricity to be transmitted via Ethernet cabling to a broad range of devices including voice over IP phones, web cameras and security devices.

The company turned to Henry Feintuch and his PR team to help position it as the leading power-sourcing equipment OEM partner to the top telecom/networking companies in the world.

Mr. Feintuch's public relations and marketing team created a certification program to help brand its innovative technology and create an aura of exclusivity. They also began to heavily promote PowerDsine's involvement with a newly formed IEEE standards committee and the push to create an industry standard (802.3af) for this emerging technology.

This effort, conducted with the industry analyst community and trade and business media, slowly built an image of the company as a technological leader as significant coverage in EE Times, Network World, Cabling Business, Network Magazine, PC Magazine and others covered PowerDsine.

Within a year of the launch of the campaign, many global players had signed on to use PowerDsine's technology including 3COM, Avaya, Siemens, Lucent, Ericsson, Ascom, Congruency and Proxim. Initial reluctance to participate in PowerDsine press releases switched to ready compliance as PowerDsine's dominance increased in the market. The company closed on a critical $30m private financing round (during a tight economic market). Later the company went public and eventually it was purchased by Microsemi.