How to insert a string with single quotes in the text

<div class="Section1"><p class="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt;
font-family:Arial">Greetings:</span></font><p class="MsoNormal"><font face="Arial" size="2"><span
style="font-size:10.0pt;
font-family:Arial"> </span></font><p class="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt;
font-family:Arial">I am creating a Libpq program that reads a text file, and inserts values into a Postgres table.  An
exampleof my insert statement looks like this:</span></font><p class="MsoNormal"><font face="Arial" size="2"><span
style="font-size:10.0pt;
font-family:Arial"> </span></font><p class="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt;
font-family:Arial">SPRINTF(str, “INSERT INTO itm_table (itm_num, itm_desc) values (‘%s’, ‘%s’);”, sitmnum,
sitmdesc);</span></font><pclass="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt; 
font-family:Arial"> </span></font><p class="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt;
font-family:Arial">The insert blows up when it hits an item description that contains a single quote in the text. 
</span></font><pclass="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt; 
font-family:Arial"> </span></font><p class="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt;
font-family:Arial">Other than stripping the offending quote-marks from  the text prior to processing, does anybody have
anyideas how I can deal with this?</span></font><p class="MsoNormal"><font face="Arial" size="2"><span
style="font-size:10.0pt;
font-family:Arial"> </span></font><p class="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt;
font-family:Arial">I appreciate all help!</span></font><p class="MsoNormal"><font face="Arial" size="2"><span
style="font-size:10.0pt;
font-family:Arial"> </span></font><p class="MsoNormal"><font face="Arial" size="2"><span style="font-size:10.0pt;
font-family:Arial">Louise</span></font></div>