Escape a single apostrophe with 2 or 3 single apostrophes, based on the
programming language you are using.  The method to do this would be differen
t
depending on the programming language you are using.  I am assuming you are 
not
using CFML due to the error syntax and terminology you used.  It seems like 
you
might be using ASP.  Often times a single apostrophe indicates the end of a
string.  You would need to make sure that the programming language you are
using would see this as an apostrophe instead.
O'Reilly in your example would then be converted to O''Reilly and would be
treated like an apostrophe instead of the end of a string.  Note that this i
s
not a double quote, but two single apostrophes.