I am a runner who has picked up cycling. If you are a distance runner you have had a run in with PF or at least know many who has. It sucks and is one of the hardest thing to get rid of. Many runners turn to cycling to help has it is not as bad on it as running. I am on a non-running training period now to try to get it corrected (had it since July of last year). It is nearly gone and would have been gone a while back, but stupid me has to run in the Indy mini marathon every year.

Let me tell you that there will be 2 schools of thought on this that have some overlap. best of luck finding out what works!!

One school is to add orthodics and more shoe (in the running world, 'more shoe' means to run in a higher stability or motion control shoe) to stop the pain. This often works, but many believe (me) that it only ends in making your foot weaker as the shoe does all the work.
One school says to never walk barefoot. One school says to run barefoot to strengthen the arch.

Both say stretch, strech, and more stretch, though they might differ on how and when.

Deep tissue message is important to if you ask me - use a tennis ball or golf ball or PF specific device. Wherever it hurts most, do it more.

Best of luck. PF sucks.