You can certainly add the honey at flame out, but honey is ultra fermentable... and if you add it before primary fermentation, the only real effect will be a higher gravity. Yes, perhaps some flavor can/will transfer, but if you want a real honey flavor, Id look at adding it as you rack into secondary fermentation.
Ive had good success with that method. If you do end up doing it this way, make sure you pasteurize the honey since most honey has natural and abundant wild yeasts. I made the mistake of rolling the dice the first time I tried it and the result was a bad version of Mad Dog.