Shrewsbury Town's revival in fortunes is driven by pride in the shirt, says assistant boss Dave Edwards. Gavin Cowan's team talks emphasize the importance of wearing the Shrewsbury Town badge. Edwards has witnessed first-hand the impact of Cowan's motivational talks on the players. He believes that the 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. Edwards revealed that 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. 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 we lose or draw they've got a team that they can be proud of, a team that's working extremely hard.