PDF can be used to get an ePub - it is just that any sort of complex formatting tends to mess things up. However novels for instance tend to convert fine. There is also the improved PDF conversion engine that is under development that will be released sometime in the near future (I guess after Kobid gets back from holiday) that is meant to be better, but we do not yet know how much.
As to RTF files they all convert fine for me (including pictures). However I suspect that it is very relevant exactly what format the pictures are in - in youir case they may be a file type that Calibre does not handle. When I have had problems with some RTF files they have often converted better if I load them into Microsoft Word, and then save them as Web page (filtered) and use the resulting HTML in Calibre.
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