Let $B :=\{x\in E : p(x) < 1\}$ be the open unit ball for $p$. For $t > 0$ we have
$$
tB = \{x\in E : p(x) < t\}
$$
(by the semi-norm property $p(\lambda x) = |\lambda| p(x)$). Hence, if $x \in E$ we can choose $t > p(x)$ and then we have $x \in tB$. This means
$$
E= \bigcup_{t>0} tB,
$$
that is $B$ is absorbing. Moreover $B$ is convex, since it is a ball with respect to a semi-norm. Now also its closure $\overline{B}$ is convex and absorbing. It is known that a closed, convex and absorbing subset of a Banach space has $0$ as an inner point, that is there is a closed norm-ball $K=K(0,r)$ with $K \subseteq \overline{B}$.
Now it is sufficient to find a number $s>0$ such that $p(x) \le s$ if $\|x\| \le r$, since then
$$
\forall x \in E: ~ p(x) \le \frac{s}{r}\|x\|.
$$
We fix $x \in K$. Since then $x \in \overline{B}$, we find some $x_1$ in $B$
such that $\|x − x_1\| \le r/2$. Now
$$
x − x_1 \in \frac{1}{2} K ⊆ \frac{1}{2}\overline{B}= \overline{2^{-1}B},
$$
and we find some $x_2$ in $2^{-1}B$ such that $\|x − x_1 − x_2\| \le r/2^2$. Next, we find $x_3$ in $2^{-2}B$ such that $\|x − x_1 − x_2 − x_3\| \le r/2^3$, and by induction there is a sequence $(x_n)$ such that
$$
x_n \in 2^{−n+1}B, \quad \|x − \sum_{j=1}^n x_j \| \le \frac{r}{2^n},
$$
for each $n \in \mathbb{N}$. It follows that $p(x_n) < 2^{-n+1}$ for each $n$ and that
$$
x = \sum_{n=1}^\infty x_n.
$$
The $\sigma$-subadditivity of $p$ yields
$$
p(x) = p(\sum_{n=1}^\infty x_n) \le \sum_{n=1}^\infty p(x_n) < \sum_{n=1}^\infty 2^{-n+1} =2.
$$
Thus we can choose $s=2$ and have $\forall x \in E: ~ p(x) \le \frac{2}{r}\|x\|$.