Ed,
I suffered from PF for a lot of years. Occasionally it flares up now, but it's pretty under control.
Some observations on my part:
1. It's really common. Once I started talking about it, I found tons of hikers, runners, etc. who also had it.
2. Ice? Pfft. Didn't help me a bit.
3. Rest? Maybe of some benefit, but only if you catch it early, and I mean early. Once it gets bad, nope.
4. Stretching? Ding-ding-ding, we've got a winner here. More on that in a minute (see below)
5. Ibuprofen. It won't solve the problem but it does give say a 5 or 10% effectiveness boost to stretching.
6. Shoe inserts. I got custom orthotics at first. I'm now using green Superfeet, but I got the PF under control first.
Stretching:
1. Before I get out of bed, I lie on my back, point my legs at the ceiling and grab (gently) my toes, pulling my toes toward me. If you can't reach your toes, loop a towel over the balls of your feet. Get it to the point where you feel the stretch and then hold for 60 seconds. Over time, you should be able to grab the balls of your feet. I'm fat and in my 50's and I can now do toe touches just fine.
2. The Step Stretch. No, I don't sell them.

But it worked for me. YMMV. No, just stepping on a raised surface like a stair didn't do it as well as a Step Stretch, at least for me.

3. Any time, and I mean any, that I felt pain in my heel area, I would stop, put my heel on the ground and the ball of my foot on top of a rock, log, or whatever, something 3 or so inches high, and stretch for 30 to 60 seconds. That helped a lot. Once it gets inflamed, it's really hard to get it to go away.
I tried some other things like:
1. Devices that hold your foot in a certain position while you sleep:
FAIL. Worthless.
2. Heel pads that provide cushioning:
FAIL. Worthless. It's not an impact issue, it's a tightness issue. Stretching cures.
Were I you, I would definitely avoid steroid injections or surgery (if it's really getting bad, those may be recommended to you).
HJ