OK regardless of which approach I take i'm stuck at the "unable to created controller for: " error message.
So far i've tried:
1) creating a new patch - putting the controllers/pgmchange object inside it and saving it to my local objects directory
2) referencing the object directly in the library - this ended up working, not sure what the problem was originally. Looks like I will need to find/use a MIDI controller that sends program change messages.
3) using variations on /pgmchange, pgmchange, objects/pgmchange, objects/pgmchng etc...
Is it not possible to create a custom controller object that will use CC rather than ProgChange?