What if the company doesn't bring it up, but says there won't be a layoff in response to a direct question (at an employee town hall, for example)? It seems like that's how a lot of these rumors get started.
So you're saying, in the scenario where someone asks directly "will this company lay anyone off," you'd rather the company deflect the question and not answer it than just say "no?"
I really can't imagine why anyone would think that's a better look. If someone dodges a question, it's safe to assume that the truthful answer would look bad for them. That's WHY people dodge questions.