It's well known that the Chinese characters for "crisis" translate as "danger" and "opportunity." 
 
 McDonald's has decided there's no danger in exploiting the horrific Cleveland kidnapping as a marketing opportunity. 
 
 The fast-food heavyweight says it's reaching out to Charles Ramsey, who has gained worldwide fame as one of the rescuers of the three women held for a decade in a Cleveland home. 
 
 Ramsey said in a TV interview that he was munching on some Mickey D's when the action unfolded Monday. He also cited his McDonald's meal during a 911 call. 
 
 PHOTOS: Kidnapping victims found 
 
 That, apparently, was too much for the McDonald's PR team to resist. 
 
 First the company sent out this tweet: "We salute the courage of Ohio kidnap victims & respect their privacy. Way to go Charles Ramsey — we'll be in touch." 
 
 Then the company kept its word by attempting to track down Ramsey through its local franchisee, possibly the same one that sold him his food. 
 
 PHOTOS: Long-term abductions 
 
 Danya Proud, a spokeswoman for McDonald's, was quoted as saying that the company wanted to show its respect for the sensitivity of the situation by speaking with Ramsey directly, rather than communicating through the media, even though it had already done just that. 
 
 "This is a very tragic situation and we can't lose sight of that," she said. 
 
 It is, of course, a shameless move on McDonald's part to grab a piece of the publicity surrounding this incredible and heartbreaking story. 
 
 McDonald's played no role in the rescue other than being the low-cost, high-calorie food that Ramsey happened to be eating at the time of the occurrence. 
 
 That made it as relevant to things as the maker of the shoes he was wearing or the person who cuts his hair. 
 
 Yet McDonald's, thanks to passing references in an interview and a 911 call, has decided it's a player in this story and has positioned itself as a conduit for the goodwill being showered on Ramsey. 
 
 Quiz: How well do you know fast food? 
 
 Maybe the company truly wants to show its appreciation for his actions. Maybe it wants to give him a cash reward (it hasn't said). Maybe it just wants to give him more food. 
 
 If so, there's a correct way to do this: discreetly. 
 
 "This is a very tragic situation and we can't lose sight of that," the spokeswoman said. 
 
 On that score, McDonald's couldn't have failed more completely. 

 youtube.com 
 
 First and foremost: Charles Ramsey is a hero. Yesterday, Ramsey rescued Amanda Berry and two other women who had been held captive for a decade in Ohio. 
 
 He's also hilarious. And loooooooves McDonald's. 
 
 Most likely unbeknownst to Ramsey, he utilized a pro tip that all celebrities should master (and yes, he's officially an Internet celebrity at this point): If you mention a product enough, the company just may give it to you for free. 
 
 And Ramsey mentioned McDonald's as much as possible: 
 
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 1 and 2. "I went to McDonald's. Came home. I'm eating my McDonald's...and I hear this girl screaming. I know there's nobody that's supposed to be screaming next door to my house, because there's no girl that lives in that house. That's a dead giveaway that something's wrong." 
 
 3. "This is what I heard: They caught him at McDonald's. 'Cause what I did was give them the description of the car he was in. He drives a blue Mazda Miata. Ain't too many of those around." 
 
 4. "I heard screaming. I'm eating my McDonald's. I come outside and I see this girl going nuts trying to get out of a house." 
 
 And even slips a few into the official 911 call: 
 
 (WARNING: The below recording of the 911 call contains explicit language.) 
 
 5. "Hey check this out, I just came from McDonald's, right? So I'm on my porch eating my little food, right? This broad is trying to break out the f--king house next door to me!" 
 
 6. A mention at 1:40 in the conversation that was slightly garbled in the chaos. But we definitely made out McDonald's. And that's all that matters. 
 
 VIDEO: Watch news anchor A.J. Clemente swear on air, get fired his first day 
 
 Now, Ramsey's attention to detail may have paid off: 
 
 "We salute the courage of Ohio kidnap victims & respect their privacy," the official McDonald's Corp. account tweeted. "Way to go Charles Ramsey- we'll be in touch." 
 
 Elsewhere, the Internet has not only celebrated him as the hero that he is, but also for providing amazing interviews in the aftermath of his heroism. Sure, his news clip has been remixed and a few memes have popped up, but it's all unnecessary. Ramsey's one-liners speak for themselves: 
 
 Explaining His Discovery to the 911 Operator: "We were like, ‘What's the problem?' And she was like, ‘This muthaf--kah done kidnapped me and my daughter and we been in this bitch!'" 
 
 On His Neighbor, the Suspected Kidnapper: "You got some big testicles to pull this off, bro. Because we see this dude every day. I mean, every day." 
 
 Also on His Neighbor, the Suspected Kidnapper: "We barbecue with this dude. We eat ribs and whatnot. And listen to salsa music." 
 
 And Another on his Neighbor, the Suspected Kidnapper: "How he is, is just comes out to his backyard, plays with the dogs, tinkering with his cars and motorcycles…ain't nothing exciting about him. Well, until today." 
 
 What Will Surely Be His Most Memorable Line: "I knew something was wrong when a little pretty white girl ran into a black man's arms. Something is wrong here. Dead giveaway. Dead giveaway. Deeeeeead giveaway." 
 
 And, When Asked Whether He Had an Idea What Was Going on in His Neighbor's House, This Gem: "No. 'Cause I'd have pulled this heroic...stuff last year! With my goons!" 
 
 PHOTOS: Check out some stars who were discovered on YouTube
– Charles Ramsey has given quite a few interviews since he rescued Amanda Berry from the Ohio house where she, her daughter, and two other women were being held captive—and in quite a few of those interviews, as well as his initial 911 call, he mentioned that he was eating McDonald's when he first heard Berry's screams. The fact did not go unnoticed. Sample headline from E! Online: "Charles Ramsey Deserves Free McDonald's for Life." And he just may get it, because the AP reports that Mickey D's is now trying to get in touch with Ramsey. "We salute the courage of Ohio kidnap victims & respect their privacy. Way to go Charles Ramsey—we'll be in touch," McDonald's tweeted yesterday. A company spokesperson tells the AP it is trying to use its local franchisee, as opposed to the media, to get in touch with Ramsey, and notes that McD's is trying to be discreet, considering "this is a very tragic situation and we can't lose sight of that." But in the Los Angeles Times, David Lazarus accuses McDonald's of "shamelessly exploiting" the kidnapping case, and notes that it's pretty hypocritical to claim you want to be discreet ... in an interview with the AP.