To emphasize something in <em>italics</em> enclose it
between <code>&lt;em&gt; and &lt;/em&gt;</code>.  For example

<pre>
  To be or &lt;em&gt;not to be&lt;/em&gt;, that is the question:
</pre>
gives you
<blockquote>
  To be or <em>not to be</em>, that is the question:
</blockquote>

To emphasize something in <b>bold</b> enclose it
between <code>&lt;b&gt; and &lt;/b&gt;</code>. For example

<pre>
  To be or &lt;b&gt;not to be&lt;/b&gt;, that is the question:
</pre>
gives you
<blockquote>
To be or <b> not to be</b>, that is the question:
</blockquote>

You can combine the <b><em>two effects</b></em>.  For example

<pre>
  To be or &lt;b&gt;&lt;em&gt;not to be&lt;/em&gt;&lt;/b&gt;, that is the question:
</pre>
gives you
<blockquote>
To be or <b><em>not to be</em></b>, that is the question:
</blockquote>