AI has given em-dashes undeserved bad PR. It’s time to proactively restore this punctuation mark’s reputation. Photo by Aaron Burden on Unsplash.
Are you one of those who automatically think AI wrote something if you see an em-dash?
Well, you need to stop this knee-jerk reaction.
Now.
Let me demonstrate why.
I’m sitting in front of my iMac at this very moment — and I can 100% assure you that the em-dash I just inserted was done live by me at this very moment.
The New AI Definition
I can also assure you I’m AI.
Except in this case, AI stands for Authentic Intelligence.
No artificial ingredients, ahem, intelligence, added to this week’s message.
The Value of the Em-Dash
I’ve been a fan of the em-dash ever since I was trained at writing direct mail copy in the late 80s.
It’s a great punctuation mark that keeps a reader’s eyes moving along in your copy, wanting to read more.
Ellipses do the same…
…and I’m sure if you check the DNA heritage of these two punctuation marks, you’ll find them closely related.
Periods. On the other hand. Bring the reader to a complete. Full. STOP.
Then, you can only hope your copy is compelling enough that they’ll move on.
Sidenote: In AP (Associated Press) style, you place a space before and after the em-dash.
Writers Fighting for the Em-Dash
I recently noticed a LinkedIn post by a strategic brand marketing leader named Sarah titled, “Reclaiming the Em Dash.”
She writes: “Recruiters, editors, and reviewers increasingly associate it with machine-generated content. What a shame. Because the em dash was once a darling of human expression—used by writers like Emily Dickinson, the queen of the em dash, to signal emotion, breath, and interruption. It translated writing into rhythm. Into speech. Into something deeply human.”
Well stated, Sarah.
Other writers have posts coming to the rescue of the em-dash.
The PR Plan to Save the Em-Dash
It’s as if the em-dash has become the COVID of copy. (OK, maybe that’s a bit of a stretch — except it feels as if no one wants to be anywhere near it any longer.)
The em-dash has received an undeserved bad rap, all thanks to AI’s overuse of it. (That’s why your prompt needs to include: “Do NOT place em-dashes in every single paragraph. Use em-dashes judiciously.”)
If the em-dash were to hire me as a PR consultant to restore its reputation, here’s what I would do…
First, I’d establish a new organization: The Society for the Preservation of Em-Dashes
Through this organization and its members, it would:
- Proclaim July 2 a global em-dash holiday. Why July 2? Because on a non-leap year, it’s the middle of the year, and an em-dash is perfect for connecting the first half of the year with the second half. Credentialed writers should get a paid holiday, and Starbucks should provide them with a free coffee (or a hot chocolate, in my case).
- Establish the National Museum of Em-Dash. This museum could recount the em-dash’s history, have displays of the earliest uses of em-dashes, quotes from famous writers supporting the em-dash, have a running meter counting how many em-dashes have been used since the beginning of modern civilization, etc.
- Secure a celebrity endorsement. Not that I’m a fan of his music, but Eminem would be a great fit — especially if he’d be willing to modify his name to be Eminem-dash.
- Create em-dash swag. Hats, shirts, buttons — you name it. It could become a new fashion statement. Shirts could sport messages like, “Authentic Intelligence Loves Em-Dashes” or “Em-Dash: The Comma Coma Cure” and so on.
- Conduct a worldwide media tour. We’d hire a few of the top em-dash experts to do media interviews to explain why the public needs to support the em-dash.
- Make em-dashes a sports team mascot. How about the Emeryville (CA) Em-dashes? (We’d have to figure out how to have a very horizontal mascot.)
I have other ideas (like an em-dash Halloween costume), but I’ll stop there for now.
Thank goodness AI hasn’t messed up the en-dash’s reputation.
The 3 Big Takeaways
- Stop having an “AI wrote this!” knee-jerk reaction whenever you see an em-dash in copy.
- Use your Authentic Intelligence to strategically and fearlessly use em-dashes in your copywriting.
- Consider supporting the PR plan to restore the em-dash’s reputation.
Have I changed your feelings about em-dash usage? Are you willing to join the cause to save its reputation? Do share!
Stay authentic — and dashing in your writing!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for his clients.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s also accredited in public relations (APR) and an adjunct media and communication faculty at East Tennessee State University. This Milwaukee, Wisconsin native holds an Italian citizenship and plans to live and work there someday. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies Italiano, practices guitar, writes songs, gardens, works out, disc golfs, reads, listens to New Wave music, serves as an assistant communication director in his church, watches BYU football, enjoys watching the original Mission Impossible TV series, and plays board games (mostly Dominion and Seven Wonders). No, this guy’s never bored and looking for something to do. Email Jeff.
