Oct 17, 2025
Forget endless prompt libraries. You don't need a hundred templates to talk to AI. You just need one principle that always works.
That's what we teach in our AI training, and what we use daily at Crux is to work according to Context + Brief + Refinement. A simple way to remember how to get a good result.
Here's how it works:
Context: Give the AI something to think with
AI can't read minds. But it can reason surprisingly well when you give it the right background. This is where you set the scene: target audience, tone, topic, and relevant reference points.
Include data and documents when possible, such as tone guides, strategy decks, previous examples, or campaign results. Feeding the AI real context makes the outcome more coherent, consistent, and useful.
Example: "You are a B2B tech PR strategist. Write for senior communicators in fintech."
The richer the context, the sharper the result will be. Note! Be sure to only share things that are okay to share (Got data policy?).
Brief: Define what you actually want
This is the "what" and "why." What do you want the model to create, and what should it achieve? Clear objectives replace long instructions.
Example: "Write a 150-word LinkedIn post explaining how AI is changing earned media – focus on relevance, not hype."
Good briefs act as boundaries and help the AI stay on task.
Refinement: The human touch
This is where the real magic happens. The AI gives you the first 80%. You control the rest. Review tone, structure, clarity. Request adjustments. Add your expertise. Iteration is not a failure; it's the process.
Example: "Make it more concise and less salesy." or "Add a closing sentence that invites discussion."
Why it works
Good prompting isn't about memorizing ready-made recipes. It's about structure and intention. Whether you're writing a press release, a campaign brief, or crisis management, the principle remains the same:
Context anchors meaning.
Brief defines purpose.
Refinement improves and makes it human.
It's simple enough to remember and powerful enough to build your entire AI workflow around.
💡 Conclusion: You don't need 100 prompt recipes. You just need a mindset. Context + Brief + Refinement. It’s the principle that transforms every prompt into a conversation worth having.
Feel free to reach out if you want to know how we combine expertise in B2B Tech PR with AI. And here you can read more about us.