To ensure a great crust and flavorful prime rib you make a simple compound butter by combining the following ingredients, and mixing well.
Here's what I used for a 4 pound prime rib:
1/4 cup soft butter
1 tsp black pepper
1 tsp salt
1/2 tsp cayenne
1 tsp Herb de Provence (or any other dried herb mixture)
You can also do this with olive oil, as well as use any herbs and spices you wish.