Navigating the hybrid media landscape? Danish green NGOs’ use of digital platforms for internal and external communication

Operating within a hybrid media environment, NGOs face ongoing digital platform expansions and shifting user preferences, demanding continual adaptation of communication strategies. While research largely overlooks internal communication practices, we examine how 20 Danish green NGOs navigate multiple platforms for both external and internal communication. Although advocacy and operational NGOs share similar platform preferences, they manage multi-platform presence very differently. External communication platform choices are primarily audience-driven, whereas internally, NGOs adopt a bricolage of tools approach. Although other channels exist, Facebook remains central across both domains despite tensions with its capitalist logics and NGO dependence, creating a reliance paradox.