About us

Semaphore was founded in 2015. Individually, we’ve been building tech brands since the birth of the internet, before Google was even a thing.

But, we’ve never lost our entrepreneurial heart. We still believe in the power of technology to make the world a better place – and in the value of PR to help guide businesses in their tech investment decisions.

We understand the techies, the engineers and the dreamers. We’re also fluent in boardroom-speak, unpacking CPA, ROI and EBITDA.

Living through the 2000 dotcom boom, the 2008 global financial crisis, and Covid-19 in 2020, we’ve got context. We combine this with strategic thinking, tech industry knowledge, superior writing, excellent media relations, longstanding relationships and hand-on implementation to nurture clients from startup to listing.

By partnering with us, you’re engaging senior, individual attention for a positive impact. We can help you own the conversation.

Elzaan Rohde

CEO and founder of Semaphore Communications  

About Elzaan Rohde

I have 25+ years PR experience in the B2B space, specialising in technology. Starting out in the Dotcom era when the rise of the world wide web created immense innovation, I’ve remained fascinated by the industry’s unlimited possibilities. At Semaphore, I drive the overall strategy formulation and implementation – managing clients, partners, and campaign delivery.

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The Team

As a team, we’re eternally curious and read everything we can find. We drink too much coffee, and can’t rest until the job is done.

We aspire to work we can be proud of, underpromise and overdeliver, and become a trusted partner to our clients.  We’re also smart, tenacious and resourceful. And we balance top efficiency with a good sense of humour.

If you’re looking for a team who is quick on the uptake, knows how to get things done, and offers you a safe pair of hands, give us a call.

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“You are what you do, not what you say you’ll do.”

Swiss psychiatrist Carl Gustav Jung

To us, it’s about backing up words with action – delivering what you set out to achieve. But it’s also very relevant to PR. Businesses need to offer the proof to back up their claims. Otherwise, it’s just hot air that will never achieve true perceptual change.

As Linux founder Linus Torvalds also said: “Talk is cheap. Show me the code.”


Semaphore is a member of IPREX, a $508 million network of communication agencies, with more than 2,000 communications professionals in more than 100 markets globally.

[Definition: Semaphore]

In computer science, developers use a semaphore to avoid deadlocks in parallel programming environments, as developers can’t always access a shared resource, like a database, at the exact same time.
Think of a single railroad track. It can only handle one train at a time. Semaphore signals the train when it can go or when it should wait for its turn.
Overall, semaphores are a powerful tool for ensuring smooth and predictable execution [in concurrent programming environments]. They promote order and prevent data corruption [by controlling access to shared resources].