Take aspirin or ibuprofen. Acetaminophen is not as good for easing inflammation. Apply ice packs during the first two days to bring down swelling, then heat to ease pain and stimulate blood flow. Resume exercising only after you feel better, and start slowly with gentle activities. Liniments and balms are no help for bursitis.
Massage is likely to make matters worse.
To avoid bursitis in the first place, stay as fit as you can. Tight or inflexible muscles predispose you to bursitis. At the other extreme, whatever activity you're engaged in, don't do it too hard or too long. If you're in pain, stop. Work up to higher fitness levels gradually.