How do I escape an apostrophe in my variable name within ejs

I have an ejs file in my sails application that looks like this

<a href='/<%= viewname %>?where={"name":"<%= profile.pname %>"}'>

This works for most of the names with the exception of one that has an apostrophe in it. Essentially EJS parses the apostrophe as a sing quote which closes the href and makes the name I'm passing incorrect

http://localhost:1337/myviewnamwe?where={"name":"tom

where it should be

http://localhost:1337/myviewnamwe?where={"name":"tom's diner}