This chapter examines the role of critical reflexivity in shaping the responses of Muslim Community Organisations (MCOs) to Islamophobia in Australia. Reflexivity is explored as a dual process involving both internal and external self-assessment. Internally, MCOs critically reflect on their internal challenges, including discordant diversity and a lack of unified leadership, which hinder their ability to respond effectively to Islamophobia. Externally, MCOs analyse the socio-political context, particularly media portrayals, to develop more strategic approaches to their activism. The chapter highlights how internal divisions within the Muslim community—exacerbated by issues such as gender-related cultural norms and the media’s perpetuation of the ‘good Muslim’ versus ‘bad Muslim’ binary—undermine collective efforts to counter Islamophobia. By engaging in both internal and external reflexivity, MCOs refine their strategies, moving beyond reactive responses to Islamophobia towards more proactive and sophisticated forms of engagement, including the strategic use of alternative media platforms.