How to echo `single quote` when using single quote to wrap special characters in shell?

I'm reading shell tutorial today from http://ift.tt/1E8InDY

In which it mentions:

If a single quote appears within a string to be output, you should not put the whole string within single quotes instead you whould preceed that using a backslash () as follows:

echo 'It\'s Shell Programming'

I tried this on my centos server, it doesn't work, a > prompts out to hint me type more.

I was wondering, since two single quotes transform every special characters into normal characters, which include escape symbol \, but exclude itself, the ',

how should I represent a single single quote 'in a single-quoted phrase?