I would not rinse - but, I would pat it dry with paper towels. Then - if you have space and time to leave it in the fridge for at least a couple of hours - allow it to air dry the surface. The skin on the chicken will be a little more crisp.
I will often spatchcock a chicken, and season it - then leave it on a wire rack in the fridge above a pan for drip containment - for a full 24-48 hours. But, that seasoning will not be an acidic material, as in a citrus or vinegar marinade. Love that flavor profile as well...just need to adjust the timing so you get all the benefit - and none of the regret