Oct 17, 2025
Forget the endless prompt libraries. You don’t need a hundred templates to talk to AI. You just need a principle that always works.
That is what we teach in our AI training sessions, and what we use daily at Crux is to operate 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 cannot read minds. But it can reason surprisingly well when you provide it with the right background. This is where you set the stage: target audience, tone, subject, 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 result 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 ok to share (Got data policy?).
Brief: Define what you actually want
This is the "what" and the "why". What do you want the model to create and what should it achieve? Clear goals 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 element
This is where the real magic happens. AI gives you the first 80%. You control the rest. Review tone, structure, clarity. Ask for adjustments. Add your expertise. Iteration is not a failure, it's the process.
Example: "Make it more concise and less salesy." or "Add a concluding 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, campaign brief, or crisis management, the principle remains the same:
Context anchors meaning.
Brief defines purpose.
Refinement improves and humanizes it.
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 one mindset. Context + Brief + Refinement. It’s the principle that turns every prompt into a conversation worth having.
Feel free to get in touch if you want to know how we combine expertise in B2B Tech PR with AI. And here you can read more about us.