Yes, I do think that he cared about both his image and how it affected others - as most normally would. Do I think that he made decisions based on just that, no I don’t.
I think that between he and Bush, they made decisions that were not necessarily cost effective but good for them.
Rumsfeld never cared(or seemed to care) about his image.He hated the media. You can tell when he was giving interviews. He was focused on two wars at the time.
He was hired to do a job not win a popularity contest