You can do this with an integration automation script. Create a new script with Script for Integration, then select Publish Channel, your publish channel, User Exit and After External Exit.
In your script you then just add the following line:
erData.setCurrentData("attribute", "value")
The erData is an implicit variable in the script and calling setCurrentData will set whatever key / value pair you provide in the outbound message.
This will work with either JSON or XML formatted data as you are adding the value pair before the serialization occurs.