In Waslaski's Orthopedic Massage class, we are learning an entire protocol for these issues, and I recommend the work.
The approach is a whole-body approach, so issues with the pelvis, chest, back, and neck are all looked at in resolving the shoulder pain issues.
Easy tests are employed to determine if any of the 4 rotator cuff muscles are actually involved, or if the problem is actually elsewhere, such as pec minor.
The difference between muscle tension, muscle strain, and tendinitis is explicitly used to choose appropriate treatment techniques.
Everything is done pain-free! (Amazing.)
Stretches and strengthening follow from the assessment and treatment, and client self-care handouts are available for you to give to your client... this makes things really easy for everyone, you and your client both. When to stretch/strengthen and when not to is also covered.
Shoulder bursitis was treated by balancing the muscles in the shoulder so that the bursa would no longer be compressed due to incorrect posture, and decompressing the joint with traction.