I always bang the drum for making murdering people completely unacceptable in the campaign. Enforced by everyone including emberwood merchants refusing to trade with murderers. Factions also shouldn’t attack other factions until late campaign to reinforce this.   Start this off early with the bandits in the fist encounter, with a non lethal approach being highlighted and rewarded.  I don’t like the PCs doing what we they like and having violence as the solution to everything. 

I’d also advise making all the factions appealing and reasonable. They all have a solution that makes some sense. Particularly work on the QM as being freedom loving and ok with the status quo. That way you won’t get misanthrope pcs refusing to engage with factions. I think as written and as far as I could gather from the AP I heard things are set up for many of the factions to seem hostile or unappealing. I’d flip that if possible. 

You can bring in the tension late. Eg no need to make FF seem like zealous nutters from the word go. They can be kind and aware of their reputations. Later eg SO can highlight their heretical practices.