Cheers mate. Why would increasing blood flow be a bad idea though? It seems to do a bad thing to do a good thing?
Increasing blood flow essentally increases swelling where the tissue is damaged, hence the ideas behind elevating/icing the joint for RICE therapy.
However, there is no consensus behind the method (and therefore efficacy) of the 'ice' bit, so we can dispense with that and go in for ibuprofen, as compression and elevation of the shoulder an interesting in concept but not strictly easy to do.
Heat is generally a good idea to speed the healing process once the initial swelling has subsided as it concentrates blood (and everything blood carries) in the area. It also helps the muscles/ligaments/etcs relax, meaning its more flexible!