In terms of the cure, you seem to know exactly what you should be doing. I spent quite a bit of time with mild-to-fairly bad PF early this year and, like you, spent plenty of time rolling round things under the foot, icing and stretching calves. I found that (and it could be hit and miss, but I was lucky) a change of trainers solved the problem and I've been free from pain ever since.
I was in 2060s and 2070s and think the heel construction and position of arch support in the shoe (too far forward) really didn't agree. A simple change to DS Trainer VIIs has done the trick (they were (and still are I think) on offer on onthrun.co.uk, which was a bonus). The choice wasn't completely random - I realised I was a very mild pronator and so would need a little stability in the shoe, but that my foot strike and the shape of the 2060/70s wasn't going together right. Running in the DS Trainers is like floating on air compared to before (is it always like that when you find "the shoe" for you?).
It may be worth checking how your feet feel when you strike the floor in your trainers - if there's an area of your foot (particularly arch or mid-foot) feeling unsupported at the foot strike, it may be causing some of your PF pain. Whilst getting the right trainers for your "pronation" is most important for your overall leg and foot health, it's only part of the requirements.
Apparently (and fortunately I haven't had to resort to this...yet) orthotics are often the complete solution - does anyone have experience with orthotics and PF?
