replying to myself, I have had PF several times over the years. Always brought on by a prolonged increase in training load. I think footwear and posture are important, as are the type of surface and terrain ( one instance occurred when walking the SWCP with backpack, all the ups and downs eventually took their toll)
On each occasion it was several weeks before I was free of pain, but it did resolve itself. I think it's very much an individual thing with regard to the effectiveness of treatment, but the basic principles are the same, ice, very gentle stretching by pulling the toes back towards the shin ( I had a sort of bandage / sock arrangement that I wore at night, it kept the foot tilted towards the shin )
With regard to footwear, there's a bery good episode of the " Sliced Bread " podcast where they look at running shoes ( another episode is on " barefoot " running shoes. Well worth a listen as injuries are discussed too.