KK trying to represent a straight.
I think the example could have been 2X or 4X or 7X or maybe AK representing a straight.
Because in these examples you missed or may not have the best hand but could Bluff a player having any of the pairs being represented on the board (being a 9 was the high card).
That would be my definition of turning a hand into a bluff.
You have potential > don't make the hand or your hand turns Bad > a scare or situational card comes on the board > you represent that you made your hand with that card.
Just my definition.
Others may very there opinion on this definition.
Thoughts to think about
KK and a big bet >>>> Board - 7s,8c,2h,4s, 9d
If they hit the straight they will Call you. (you lose)
If they have any of the small pairs they may Fold. (No Profit)
If they have two pair (you may push them off it and you win)
If they have a set (you may push them off it and you win)