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"No Comment," a No No
"No comment" is probably the worst thing you can say to a reporter. Saying "no comment" in response to a pointed question or negative news won't get the reporter to stop asking questions, nor will it kill the story. Events will still unfold and you'll lose your opportunity for input.
"No Comment" Makes You Look Bad
Uttering those words makes you seem like you're hiding something. They elevate the media's and the public's suspicion, and hurt your credibility.
Alternatives to "No Comment"
Usually the reason someone says "no comment" is because s/he can't answer the question right then -- the information isn't available, the facts aren't known, or an investigation or a legal reason prevents the information from being made public. When you're asked a question that you can't answer be honest that you can't, explain the reason why, and say you will answer when you have the information or circumstances change allowing you to release the information.
A few examples:
- "We do not have the facts at this time to provide an accurate answer. When we are confident we have the correct information, I will provide it to you."
- "I can't answer that question right now, as it could jeopardize the investigation. After we make an arrest, I will answer the question."
- "I don't have the information right now to answer that question. I will research it later today and call you with an answer."