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On Feb 2, 1998, Lance Gokongwei, the 31-year old chief executive officer of Cebu Pacific Air, learned that Flight 5J-387 from Manila to Cagayan de Oro failed to arrive at its destination on schedule and was believed to be missing. This series (A) case (UVA-OB-0768), (B) case (UVA-OB-0769), (C) case (UVA-OB-0770), and the (D) case (UVA-OB-0771), describe the events that followed the tragic ending to Flight 5J-387. Cebu Pacific''s transparency with the media, full cooperation with the government inquiry, assistance to victims'' families at a personal level, and readiness to face up to its obligations, gained the sympathy and trust of the public. When the government grounded the airline citing safety concerns, national newspapers expressed confidence in the airworthiness of Cebu Pacific and disapproval for the airline''s suspension. More importantly, the CEO, Lance Gokongwei, received encouragement and support from his employees through their volunteer efforts during the disaster and letters of support, while hundreds took unpaid leaves.