Let\'s say, you have a Bash alias
like:
alias rxvt=\'urxvt\'
which works fine.
However:
Here is an elaboration on The One True Answer referenced above:
Sometimes I will be downloading using rsync over ssh and have to escape a filename with a ' in it TWICE! (OMG!) Once for bash and once for ssh. The same principle of alternating quotation delimiters is at work here.
For example, let's say we want to get: Louis Theroux's LA Stories ...
And behold! You wind up with this:
rsync -ave ssh '"Louis Theroux"''"'"'"'"''"s LA Stories"'
which is an awful lot of work for one little ' -- but there you go