This study discusses about Darmasiswa program as Indonesia’s public diplomacy effort in the educational fields conducted by Kemendikbud RI. Where despite its huge opportunities, Indonesia still have difficulties in attracting international students compared to various neighboring countries. By analyzing the seven pillars of public diplomacy, supported by soft power, international communication & industry 4.0 concept, the results of this study shows that in conducting public diplomacy efforts, Kemendikbud has considered the 7 pillars in public diplomacy. It is found that Darmasiswa is a state-directed effort designed to enhance favorable international relations through positive experience of the student movement. The strategy is formed by uses a various types of communication channels that support each other's roles. The message is also processed by involving policy and its rationality by prioritizing consistent, truthful, and credible as part of the main elements. Besides, they form strategies by maximizing cooperation with various parties, both inside and outside the country. In its program, Kemendikbud undertake audience research and the use of actors from 1st and 2nd track diplomacy as part of its tactics. It was also found that the implementation of public diplomacy in Darmasiswa program has acknowledged changes in the 4.0 era through new media usage. However, there are still many challenges found in the implementation of the seven pillars.

Keywords: Public diplomacy, international students, 4.0. era.