Error Running Field Calculator

[Tetra_TechEMI]

ArcMap 10.7.1 I'm trying to calculate a text field:

But

This is what the geoprocessing results window has to say about it:

Any thought?

[JayantaPoddar · Accepted solution]

Use Double quote "ROW"

[RobertBorchert]

use quotation marks and not a apostrophe