I really should know this... 
Looking at synthetic phonics programmes, 'ure' seems to be taught as an individual phoneme, but I don't know how to pronounce it! Is it just my accent? I pronounce 'sure' in the same way as 'shore' and in 'measure/treasure' the 'ure' is the same as 'er' in 'teacher'.
Can someone tell me a word where it has a clear, different pronounciation, or can I teach it to my DD as being similar to er/ur/ir?