One of my roommates in college had terrible problems with shin splints. She was a soccer player and had to run a bit. She had a surgery done and was running again in two weeks, no problems for her soccer career. Actually, she wasn't supposed to run on hard surfaces for a few months.
In high school track, I used to get shin splints too. For people with minor problems, they can often heal if you only run on soft surfaces like grass. Taking time to stretch well helps (both calves and shins). Also, a shin massage is easy and you can do it yourself. They definately help with the discomfort/pain, and there are a lot of trainers that swear massages also speed the healing.