IN AUTOMATOR, what TYPE should I use and what ACTIONS to turn PDF to JPEG and put in iPhoto?

Well, this is one way:

In Ask for Finder Items check Multiple Selections Allowed.

In Filter Finder Items choose files of type PDF

How you set the parameters for the other two is up to you...

... as is the Type of workflow - probably an Application I'd have thought.

Hope this helps.

You don't have to copy the finder items though. When you use Change Type of Images it leaves the originals there in the folder and processes it.

I ammended HD's example above to select a folder and get folder contents (I hope you don't mind). I was also assuming that you wanted to be able to decide whether or not to use an existing album or create a new one, so I checked "Show this action when the workflow runs" on the last action.