If a person is quoting someone or reading something off in their response, use double quotes. Quotes are set off by a comma. Punctuation goes inside the quotation marks.
Interviewer: What does it say?
Interviewee: It says, “Please be aware that all applicants are responsible.”
Interviewer: What did they say?
Interviewee: They were like, “We’re not going to budge on this issue."
When using smart/curly quotes to replace letters or numbers in vernacular, they should always face to the left, as with contractions. When this is at the beginning of a word ('cause, 'em, 'bout, 'kay, '19), Word will not automatically do this. To get them to face the correct way, hit Control+apostrophe+apostrophe. Alternatively, you can use all straight quotes in the whole file.