What are political parties' strategies on issues they would rather avoid? This study analyzes this question with two main objectives in mind. On a theoretical level, this thesis revisits party issue competition literature in order to put forward a comprehensive theory of party competition combining parties' strategies regarding the emphasis of issues, the position on issues and the framing of issues. In a second step, the theoretical framework is applied to analyze Swiss parties' strategies regarding the migration issue over the past ten years. The analysis is based on an original dataset of political parties' press releases. The results show that parties' issue competition takes place on three dimensions: salience, position and framing. Parties pursue strategies along these three dimensions, and their decisions are influenced by rival parties' behavior and public opinion. The results have important implications for the literature on party issue competition and political representation.