Royal Precision, an industry leader in golf club shaft and grip manufacturing, has selected Alday Communications, Inc. (ACI) for additional public relations support in building consumer and trade awareness, announced Ray Lucas, VP Sales and Marketing of Royal Precision.

ACI will provide public relations and marketing support for Royal Precision, which manufactures and sells a full line of technologically advanced steel and graphite golf shafts as well as golf grips. ACI’s role will be to support both sell-in and sell-through sales using product publicity and other strategic communications.

“The golf shaft and grip segment has become increasingly competitive through the years,” said Lucas. “Royal Precision has forged a reputation for excellence and innovation over an 80-year history. These introductions have not only raised the bar in terms of technology, they’ve redefined the game for golfers worldwide. Alday Communications will help us communicate that to our trade partners as well as consumers.”

Royal Precision is the maker of the well-known Rifle shaft, which is widely used on the PGA TOUR and Nationwide and Champions tours. The winners of the 2004 Masters, U.S. Open, The TOUR Championship, The International and the FedEx St. Jude Classic all used Royal Precision shafts.

“We’re very excited about this relationship with Royal Precision,” said ACI President Mike Alday. “Royal Precision has always been known as an innovator in shafts and grips and we’re proud to be associated with such a highly-respected brand.”