The message Gavin Cowan keeps drilling into his Shrewsbury Town players

Dave Edwards says Gavin Cowan’s stirring team talks are driving home the pride of playing for Shrewsbury Town.

Assistant boss Edwards has witnessed first hand - and played a key role in - Shrewsbury’s revival in fortunes, which has lifted belief around the club.

All three members of the club’s management team have deep connections to the local area and the football club and, so far, that has proved beneficial and been central to their drive for success.

Edwards revealed pride in the shirt has become a key part of Cowan’s message to the Salop players as they battled to preserve their Football League status.

He said: “If you speak to any of the lads and any of the players and ask them about Gavin's team talks, he's a very good motivator.

“At the heart of all those motivational talks is the pride they must show in wearing the Shrewsbury Town shirt and playing for the badge.

“It’s just a massive thing for Gavin and for everyone that he's brought into the club and I think that's starting to get portrayed to the players.

“I think the players are starting to exude that a little bit more and I think moving forward that will only get stronger.”

Cowan, Edwards and Jamie Haynes were rewarded for their efforts and impressive start to life at the helm with new deals.

Despite never envisioning a move into coaching - while also balancing several other commitments - Edwards has put pen to paper on a contract extension to remain in the role next season as the trio look to continue building.

Cowan has frequently stressed his desire for everybody at the club and within the fanbase to feel connected as Salop aim to build on the solid foundations laid so far and avoid another campaign battling near the foot of the table.

Edwards added: “Gavin just wants to keep moving the football club forward and keeps trying to build on that connection which is obviously there with the fans.

”It's a football club that is at the heart of the community. We haven't got the biggest town, we haven't got the biggest catchment area for fans, but the fans we have got are very loyal and we need them all on side, and we feel that because we're fans as well.

“(We want) to continue to build that connection that they know regardless of when lose or draw they've got a team that they can be proud of, a team that's working extremely hard.”