Shem - ham - fo - rash.
Being a transliteration, it is phonetic.
As it's written like this in Hebrew:
Yes, it reads right-to-left. That's quite easy to get used to, though. Omission of vowels is often countered by addition of dots and dashes and things, and there are conventions for that, but such is not traditional (being a modern addition, seemingly for the sake of ease of foreigners learning the language, although there is some eclesiastical use as well), nor needed, and I don't tend to bother with them.