Here is an other one to add to the confusion.
I used to apply the rub on chicken and ribs the day before.. For over a year the rub is applied about an hour prior to going on the pit..I do the skin side of chicken first, or bone side of ribs first. Wait until it sweats, turn and do the other side...I make sure to get the all sides and any cracks covered. If there is loose skin, apply rub under it... I realize the skin aspect doesn't apply to your question. I don't eat the skin, just find it makes for a more moist end product..And bone-in for flavour.