An X-factor introduced into a conversation to enhance a story, based on unsubstaniated information, covering a wide range of possibilities. A practice typical of
ex-newspaper people who've made the transition to public relations
work. (Pronounced:
pee-ee-eff).
Itβs possible weβve got enough to
cover the whole
thing; depending on the P.E.F., though, we could be way
short.