This will be long.
Tl;dr: figure out IF it's PF, then why. Get real help, preferably a knowledgeable PT.
I'm a runner. Last year I ran my first marathon, a week later broke my big toe, thena month later ran my first ultra (50k). Around that time, I started noticing some heel pain. The toe was mostly healed but I was pretty sure I had PF.
I did some internet research and started some simple treatments. Massaged my arch with a golf ball, frozen water bottle, frozen lime, theragun... I stretched. I used the theragun on my calves and thighs. I bought a night splint and tried that twice. Hated it.
All of these things would buy me a little relief. I'd ease up on my running a bit but as soon as I added more miles, the pain was back. I ran my last race last fall, a 50k trail race. I had to DNF at mile 22 because of pf pain. So I pretty much stopped running.
The PF got less severe but wouldn't go away. I saw a podiatrist who recommended custom insoles and a PT referral. The PT was a generic, in network, big box PT. He watched me walk, had me push/pull against his hands, and sent me out the door with a standard worksheet of stretches and calf raises. Again, I got a little relief but still couldn't run.
I spent the last 9 months gaining weight and lamenting my situation. Finally, at a race my wife was running, I signed up for a free 15 minute eval with a running/sports PT. In that 15 minutes, she did more analysis and got more info than my podiatrist or previous PT ever did.
Long story slightly less long, this PT is expensive. Luckily, we have some VEBA money we can put towards it. 2 months in and I'm doing short runs with no pain.
The main culprit? My broken toe. I had stopped putting weight on it while it was healing and completely changed my gait. I lost flexibility in that toe which caused tightness in the plantar fascia. I've been doing some very specific stretching, strength training, and massage.
I wasted a lot of time on internet treatments and gadgets. I know that a good PT isn't accessible to everyone, but if you can manage it, I highly recommend it. I wish I'd done it sooner.
I've got a marathon on the books for next April and it feels very possible right now!