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Using cold running water is the ideal and crucial step for cooling a burn because it helps to effectively reduce the temperature of the burned skin and surrounding tissues. Cold water helps to alleviate pain and minimize tissue damage by reducing inflammation and stopping the burn from progressing. The flowing nature of running water ensures that it continuously removes heat from the burn area, helping to soothe and cool the skin effectively.

Applying ice directly to the burn, on the other hand, can cause further injury to the skin by freezing the tissue, which could lead to frostbite or additional damage. Ointments should not be applied immediately because they can trap heat and lead to infection or further complications. Wrapping the burn in a towel might also apply unnecessary pressure and could generate heat, which is not advisable. Thus, cooling a burn with cold running water is the safest and most effective method.