Safety professionals need to understand how positive reinforcers--the kind Dr. Daniels talks about--differ from other positive consequences. More important, safety pros need to convince others of the astonishing power of rewards, celebrations, and recognition, as well as positive reinforcement.
When Dr. Daniels warned the Houston audience not to presume their recognition, feedback, and celebration programs were "positive reinforcers," this is what he meant. Just because you give a person a positive consequence, you do not necessarily influence the behavior you'd like to improve. And if you don't improve targeted behaviors, you don't truly have a positive reinforcer.