I can't believe it took me so long to figure this out ;-) I like to use automation lanes for CC1 / CC11, etc. because the envelopes are much easier to edit than are the midi controllers in the PRV. I couldn't figure out how to record the CCs directly to the automation lanes without recording the midi controllers too. I'm using a control surface to input the controller data. Here's what I finally figured out:

• Set up Automation lanes for each CC
• Enable automation write  on each lane
• Right click on the parameter slider area in each lane, select Remote Control and set the proper CC #
• In clip inspector (CTL + SHIFT + I) set write mode to latch
• Hit play NOT record and record the automation

Duh. That works great!