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.