T. Michael Jackson, a PR professional in Traverse City, has alerted PRSA of the Meijer/SST issue and recommend that the national body take "appropriate action." You can read his op-ed in the Traverse City Record Eagle for more of his opinion on the matter.
I'm not sure what such action will be. It would likely start with a clarification of the situation and a reminder of the ethical issues that apply. Seyferth should be given a chance to explain and defend its actions as in compliance with the PRSA Code. Otherwise, the most severe action might be termination of PRSA membership and non-renewal of accreditation for those involved who are APR. We'll have to watch to see.
Jackson is one of only three members of the PRSA College of Fellows in the West Michigan PRSA Chapter. He is also the brother of PR legend Pat Jackson, who passed away a few years ago. The other two Fellows are Jim Lovejoy, who was with Wolverine World Wide for many years, and Fred Chapman, who taught at GVSU before me.