1.6.- Dashes vs Parentheses

🔍 Discovery Exercise: Dashes vs. Parentheses (PR Speech)

🎯 Objective: Students will..

• Identify key uses of dashes and parentheses
• Match form to function
• Discover how punctuation affects emphasis in PR writing

📄 Instructions:

1. Read the PR speech extract.
2. Match each quote (A–H) with one use (1–8).
3. Each use corresponds to only ONE quote.

🗣️ PR Speech Extract

“Today, we are proud to launch our new campaign—a strategy designed to connect with global audiences. The campaign will run from June 1–30 and is expected to increase engagement by 25%–30%.

Our leadership team—including experts in marketing, data analytics, and innovation—has worked closely to ensure success. The results have been impressive—far beyond expectations.

The campaign will launch in three major cities (New York, London, and Tokyo). It represents a major milestone for our company (founded in 1998) and reflects our long-term vision (according to internal research).”

Individual Discovery Exercise on Wordwall:

https://wordwall.net/es/resource/110102352/discovery-exercise-of-dashes-vs-parentheses

📝 Dashes vs. Parentheses in Public Relations Writing

🎯 Introduction

In PR writing must be clear, strategic, and audience-focused, for example, "The campaign increased engagement—by 65% in one month." and punctuation shapes tone, emphasis, and credibility, for instance, "The campaign increased engagement (by 65% in one month)."

➖ Dashes (– / —)

✔️ General Use of the Dashes:

• A dash is used to add, separate, or emphasize information within a sentence
  👉 “The strategy—although risky—proved successful.”
• It signals a strong interruption or shift in thought
  👉 “The campaign—unexpectedly—went viral.”
• It gives more emphasis than commas or parentheses
  👉 “The results—far beyond expectations—impressed stakeholders.”

✔️ Types of Dashes

✔️ Type 1: En Dash (–): General Use

• Shows ranges or connections
  👉 “Sales increased by 20%–30%.”

✔️ Specific Uses of En Dashes (–)

1. Showing numerical ranges (en dash)

👉 “The event runs from October 12–14.”

2. Connecting data or metrics (en dash)

👉 “Engagement increased by 25%–30% during the campaign.”

✔️ Type 2: Em Dash (—): General Use

• Creates breaks and emphasis
  👉 “Alex needs to pass chemistry—a very difficult class—to graduate.”
• 
  

✔️ Specific Uses of Em Dashes (—)

1. Adding emphasis (em dash)

👉 “The campaign exceeded expectations—boosting engagement across platforms.”

2. Setting off nonessential but important information

👉 “The CEO—a longtime industry leader—announced the expansion.”

3. Emphasizing more strongly than parentheses

👉 “The proposal may seem bold—even revolutionary.”

4. Setting off appositives with internal commas

👉 “The cousins—Tina, Todd, and Sam—arrived together.”

5. Clarifying complex groups

👉 “The team—marketing, communications, and design—collaborated on the launch.”

6. Introducing extended explanations or storytelling

👉 “The U.S.S. Constitution became known as ‘Old Ironsides’—when cannonballs bounced off its sides.”

7. Adding analytical or explanatory insight

👉 “The concept remains difficult to define—because of its many evolving applications.”

⚠️ PR Tip for Dashes

• Use for impact and engagement
  👉 “The results were impressive—far beyond expectations.”
• Avoid overuse
  👉 “The campaign—very fast—very big—very successful—loses clarity.”

( ) Parentheses

✔️ General Use of Parentheses

• Used to enclose additional or nonessential information
  👉 “The event will take place in Austin (October 12–14).”
• Signals information is less central to the message
  👉 “The campaign succeeded (according to internal data).”
• Provides weaker emphasis than dashes
  👉 “The results improved (significantly).”

✔️ Specific Uses of Parentheses

1. Adding nonessential details

👉 “The product launches next week (pending approval).”

2. Providing clarification or extra information

👉 “Revenue increased by 20% (year-over-year).”

3. Including dates or factual background

👉 “Muhammad Ali (1942–2016) remains an icon.”

4. Adding sources or attribution

👉 “The findings were positive (according to internal research).”

5. Including secondary contextual information

👉 “The company expanded globally (including Southeast Asia).”

6. Maintaining a formal, controlled tone

👉 “The results improved significantly (based on quarterly data).”

⚖️ Dashes vs. Parentheses (Core Difference)

✔️ Dash = emphasis and visibility

👉 “The campaign succeeded—exceeding expectations.”

✔️ Parentheses = secondary, background information

👉 “The campaign succeeded (exceeding expectations).”

Collaborative Online Exercise about Dashes vs Parentheses

https://study.com/academy/practice/quiz-worksheet-using-parentheses-dashes.html

Individual Online Exercise about Commas, Dashes, and Parentheses

https://quizizz.com/admin/quiz/584025cf429f0f602956dec9/commas-parentheses-and-dashes

https://quizizz.com/join?gc=41426008

Last Update by Teacher Elmer Santana in 2026