Write a small function add_quotes:

FUNCTION add_quotes(txt_in IN VARCHAR2) RETURN VARCHAR2 IS
sq VARCHAR2(1) := '''';
BEGIN
RETURN (sq || txt_in || sq);
END;

And whenever you need to supply quotes, do this:

show_message('Device '||add_quotes(:EQUIPMENT_CTRL.serial_number)||' '||'not found, Register manually');