the massage i'd do for plantar fasciitis is pretty painful because I would dig in there to break up those adhesions and the hypertonicities around the bone spurs that are probably present. Let me know if you want to try it out.
Ice and not running will make it feel better, but PF isn't the kind of thing that will heal just with rest. If you take a tennis ball and roll it around under your foot, that'll help, along with any arch stretches that you know.