Based on my interpretation of the questions here's what I think they want you to do.
2. What can you put in your writing to support the image you want to project to your audience. this could be pursuasive sentencing or more evidence in your writing.
3. what would go against what you are trying to project properly? this could be bias or poor unsupported facts.
4. grammatical errors show that you did not prepare the paper well and shows character and image of unprofessionalism
hoped this helps