The recent crash of an Air demonstrates just how quickly word-and video footage-of a tragedy can cross the globe. A spotless reputation one minute, one marred by question marks the next-one disaster can quickly plunge even the most revered of companies into jeopardy. In such an image-conscious and media-frenetic world, a CEO's ability to tread carefully, yet respond rapidly in crises is critical. But it's no easy feat. For a close-up look at grappling with the aftermath of tragedy, CE goes behind the scenes with Alaska Airlines CEO John Kelly, who has been besieged by federal probes, lawsuits, and scandal-hungry media since the January crash of Alaska Air Flight 261.