How to use apostrophe in bash shell script?

[Kent West <westk@acu.edu>]

I'm trying to use the following in a bash shell script:

echo This machine's name and IP address
cat /etc/hosts | grep $HOSTNAME

but the echo'd line doesn't print the apostrophe. I've tried several
variations, and from what I've read in man bash and on the web, it looks
like \' oughtta do the job.

Any input?

Thanks!

Kent