$re = '/(?:(?<!\w)\'((?:.|\n)+?\'?)(?:(?<!s)\'(?!\w)|(?<=s)\'(?!([^\']|\w\'\w)+\'(?!\w))))/';
$str = '\'The Joneses\' car\'. Similar to the \'Kumbh melas\', celebrated by the banks of the holy rivers of India. \'Hey\'! you\'ll, I\'m, he\'s,
some random text \'what if it\'s
multiline?\'. \'I\'m one of the persons\'\'
\'the classes\' hours\'
\'the Joneses\' car\' guys\' night out
\'two actresses\'
roles\' and \'the hours\' of classes\'
\'The Joneses\' car won\'t start\'';
$subst = "\"\1\"";
$result = preg_replace($re, $subst, $str);
echo "The result of the substitution is ".$result;
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for PHP, please visit: http://php.net/manual/en/ref.pcre.php