Let\'s say, you have a Bash alias like:
alias rxvt=\'urxvt\'
which works fine.
However:
If you really want to use single quotes in the outermost layer, remember that you can glue both kinds of quotation. Example:
alias rxvt='urxvt -fg '"'"'#111111'"'"' -bg '"'"'#111111'"'"
# ^^^^^ ^^^^^ ^^^^^ ^^^^
# 12345 12345 12345 1234
Explanation of how '"'"' is interpreted as just ':
' End first quotation which uses single quotes." Start second quotation, using double-quotes.' Quoted character." End second quotation, using double-quotes.' Start third quotation, using single quotes.If you do not place any whitespaces between (1) and (2), or between (4) and (5), the shell will interpret that string as a one long word.