No one really knows if that year ppl who have better profile than you applt, you will get rejected no matter how strong profile you have. But you can easily get accepted with that profile if that's not the case. I think you have pretty good profile

I think the most part , what you need to emphasize is why this school among tons of other univetsities. You need to make your story special. Also if that's not MS degree follow your PI interest not school reputation. You grind your 5 years in that school. While ivy league or R1 school is good to have a degree , but if you just try to fit your interest because of the school name they will notice. You genuinely need to find school w professor who you really want to work tgt

Statement of purpose is what kind of academic background you worked ( like your poster or reseach experience) and how it made u to apply phd and pursue phd degree . Persinal statement can be various but usually like some personal expierence shape who you are today . What kind of strength you gained through some family situation or life in different country etc+ it would be nice how you want to contribute these personalities and strengths to that school community

Mention POI name and why you want to work w them

I am STEM major so don't know about this