A good physical therapist or chiropractor will have myofascial release (MFR) in his or her bag of treatment tricks.  This technique is called different things by different practitioners.  Rolfing, deep soft-tissue work, some types of aggressive massage (not the touchy feely, feel good stuff), and active release are the same thing.  Essentially, this involves the therapist taking his or her hands and manually stretching specific muscles.  For instance, while massage might involve some "feel good" pressure on the upper trap muscles in the neck, myofascial release would have the goal of stretching the muscles in the front of the shoulder to allow it to have a more normal position and thus reducing neck pain.  To do this, the practitioner would take his or her hand and drive it into the arm pit and underneath the pec minor muscle.  If it was done right, you would feel like a Mac truck ran over you the next day.  However, a few days later, your shoulder would start to feel better because the muscles that were trapping it forward are now looser.   If your therapist makes you feel good for a few days and then everything comes back, it's not MFR.