How to trigger a program change to a controller

I have a simple challenge:

From Cubase, I want to send a midi “program change 0” command to my midi keyboard whenever I press the “start” button on the Cubase transport bar.

I am pretty familiar with setting up generic midi controllers in Cubase but this I can’t seem to manage. What Midi status, Midi channel and Midi address values do I need to use for this?

I am grateful for your advise.

Regards, Mikael

There’s a Pref, Reset MIDI on Stop that might be an option.